customer service strategy case study

6 Interesting Customer Service Case Studies to Inspire You

Md. Ariful Basher

July 18, 2023

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An 11-year-old boy’s experience with LEGO customer service changed the company’s brand perception. It’s not only brought in more customers but also justified their lead position in the market. Here, we will discuss a few more interesting customer service case studies.

One good service can not just help one customer but also influence future customers. Reading others’ stories will help you understand ways to overcome new challenges.

I will start with some popular ones.

Popular customer experience case studies

Customer service is not just limited to providing product-related support anymore. We have passed the line way back. As the market gets more critical, everyone is running a few extra miles. Even the top companies in the field are not compromising anything. 

Let’s start with JetBlue’s customer service case study.

JetBlue sets an example of how you can use social media to provide excellent customer service. They have multiple teams at different levels that are active on Twitter. And there are many examples of it.

Here is one: Paul once tweeted that he couldn’t find Starbucks at the gate while boarding the flight. JetBlue immediately responded with an alternative, which was free for him.

JetBlue's customer service case studies using Twitter.

Another challenge that JetBlue faced was the winter storm in early January of 2017 . They had to cancel a lot of flights at that time. And because of this, thousands of people were impacted.

The challenge here is that JetBlue cannot change the weather or ensure a safe flight during a storm. But they can provide up-to-date information.

So, they started to tweet updates about the storm and the flight schedule the whole time. As a result, even though the passengers were frustrated, they were happy with JetBlue’s service.

Zappos has a good reputation for providing the best customer support. And it has a lot of interesting customer service case studies. One particular service case created a lot of buzz in the market.

Zappos’s service agent talked with a customer for 10 hours in one call. And, surprisingly, Zappos took it in a positive way. The call wasn’t even about any service. 

This long call started with where and how that customer lives. Then, eventually, it turns into clothing and fashion-related conversation. Finally, the customer ended the call with the purchase of a pair of UGG boots.

It breaks all the records and wins a long-running battle. Which one is better, automated calls or live agents? And without a doubt, it’s the personal touch that steals the crown every time.

This customer service case study is a bit more heartwarming. 11-year-old James Groccia has Asperger’s syndrome. He was looking at an expensive LEGO set for his birthday. It’s the exclusive Emerald Night Train set.

James saved money for two years. The money came from his birthday gifts and his participation in research. But he was heartbroken when he found out that it was unavailable.

His mother looked everywhere possible. On Amazon, eBay, or any other platform, it was either out of stock or too expensive. Eventually, with the help of a social worker, James wrote to LEGO.

It was a huge surprise to James that LEGO wrote back. And not just that, they surprised him with the exclusive Emerald Night Train set just before his 11th birthday.

LEGO's customer experience case study for a 11 year old boy.

It wasn’t easy for LEGO as well. It was a discontinued set and a collectible. They had to track it down for him. This extra mile not only made that customer happy but also established a brand perception that cares about its customers.

WPManageNinja’s customer service case study

While we were looking for customer experience stories, we talked with our Support team head, Mr. Kamrul Islam , here at the WPManageNinja office. He shared a few interesting case studies with us.

“I made a full website using your table builder plugin.”

Our support team faces and solves a lot of interesting cases every day. So, from a lot of stories, we have chosen three interesting stories to share with you in this blog. And, we are not going to be technical here at all.

So keep reading.

Story #1: Fluent Form

Let’s start with a simple one. One of our clients creates a ticket with an issue through our Fluent Support helpdesk system . 

Ticket created from customer’s end

I am a Fluent Form user. And I want to create a booking form using your form builder.

Thanks a lot for contacting us. Let us get into it and see what we can do for you. We will get back to you ASAP.

Booking system plugins are typically used for appointment booking. However, our support team needs to find a way to use our form builder plugin to accomplish this task.

But instead of saying, “This is not possible,” to our client, they get to work. Started figuring out a workaround for this. For obvious reasons, a form builder cannot provide a booking system facility, but the team finds a way to use it as a basic date booking system.

Our support team used two date-picker blocks from our Fluent Form builder and used different blocks to pick the starting and ending dates. Our team got in touch with the customer and gave him the solution.

But the customer knocked again.

Ticket continue

I am happy with the solution, but I’m facing an issue. I picked one date from the “Start from” calendar drop-down, but I can still see the previous dates are active in the “End at” drop-down. I want it disabled.

Here is a screenshot.

Customer issue - Customer service case study

We can certainly help you out with this. We will get back to you shortly with a solution. We really appreciate your patience, and thanks a lot for being with us.

As our support specialist stated, they provided a solid solution. They had to write some custom code to implement a new feature in the client’s system.

service provided solution to customer - customer experience case study

That customer not only gave us a 5-star rating for our service but also became one of our loyal customers.

Story #2: Ninja Table and Fluent Form:

Speaking of adding custom features, it’s one of the regular jobs for our support team. Support agents, from time to time, write custom codes to fulfill customer requests.

Once, we got another ticket about a dynamic integration between two of our products. And the request came in multiple layers.

Hi, I am ruining a multi-user-based site, and recently I purchased the Ninja table for my site. I bought this to list my users information in a single table. But after a few tries, I failed to do it. Can you help me?

Thanks a lot for connecting us. We can help you with your issue. We will get back to you ASAP with a solution. Thanks a lot for being with us.

Our support agent needed to create a table from the site’s SQL data that contained user information.

It was an easy fix. Ninja Table has that feature built-in. Our expert agent wrote a few lines of script to pull users’ information. It created a table from SQL data.

The tickets continue.

Now I can see all the users’ information in a single table. But now I want to display only logged-in user information in the table. The rest of the user’s information should be hidden for that user.

Sure, we can do that for you.

So, the support agent created a custom shortcode to embed the table on the display page. That custom shortcode restricted other users’ information to the logged-in user.  

But the client came to our support team again.

Hi, I’m very happy with the output. But now I need one more thing from you. I need another column in the table with a form link in it. If a customer clicks on it, it will open a new page with the form on it. And I need it to be prefilled with the information from the table. I don’t want my customer to fill out the form again.

We can certainly help you with this. Our engineers will get into it and get back to you soon with a solution.

Our support team has two challenges in solving this ticket.

  • A table created using SQL data has a limitation. You cannot add a new column to the table without touching the SQL data. Altering SQL data is not a good idea at all. So, adding a new column in the table with a form link is difficult.
  • Pull the data from the table to prefill a form with logged-in users data. And then make the prefilled input box uneditable.

Our team starts with the first challenge. We cannot create a new column without altering the SQL data. But then they figured out a way to replace particular data with the desired data. And in this case, the desired data is the form page link.

So, they used a column from the SQL data set that did not have important information. Using the custom scripting, they replaced the SQL-pushed data with the form page link. Part one is solved.

For the second challenge, our team used Fluent Form. They integrate the Fluent form with the Ninja table. With the help of some custom scripting, they were able to pull the data from the table into the form’s input box.

The client was really happy with the outcome. Just because of this service, the client bought all of our products. And there is no need to mention that the client became one of our advocates.

Story #3: Ninja Table

Customers can show you totally different use cases for your product. This particular story is the best example of this statement.

Hi, I am using your Ninja Table plugin on my site. I need to link a Google Sheet with the plugin. Is it possible?

Thanks a lot for connecting us. We have a built-in integration facility for Google Sheets in the table settings.

At this point, the WP Manage Ninja team sent a step-by-step video tutorial to show how to do the integration. and the client was happy with this.

But shortly after that, clients connected with our support team again with multiple queries.

I need your help to customize the table. I want to make it look different from a regular table. Specifically, I want to hide the header and border and resize the columns and rows. I also want to know if I can apply custom styling to the data from the Google Sheet and if an image inserted in the Google Sheet will appear in the table. So somehow, I don’t want it to look like a table.

Thanks again for connecting with us. All of your requests are possible. However, it would be helpful if we could have access to the site table on your site. This would allow us to provide you with a better suggestion.

The client shared a link to the site with the support team. The whole team was a bit confused.

Customer's site image - customer service case study

Hi again. Thanks a lot for sharing the site link with us. But we may need a little more information about the site. And please specify where you want to put the final table. Also, can you please give us a link to the actual table?

I gave you the link to the table.

We are very sorry; you just gave us a site link. We cannot see any tables here.

That is the table.

May you please elaborate? What do you mean by that?

I made a full website using your table builder plugin.

After some inspection of the site, our agent realized our client had made a fully functional website using our table builder plugin. We were just amazed by this type of use case.

website made by a table builder - customer service case study

The client also linked the table with a Google Sheet, which we helped them with previously. This means that they do not need to log in to the WordPress dashboard to change any data.

Google Sheet linked with client's site - customer experience case study

The client can simply make changes to the Google Sheet from their phone, and our table plugin will automatically update the data on the site.  

This is so far one of the most unique and clever use cases we have seen for any of our products.

Takeaways customer service case studies

Up until now, we have shared six different customer service case studies. But these are not just stories. These case studies tell us what excellent service is. It teaches us how we can go the extra mile and how it can impact our customers.

Essential qualities of the best customer service reps

So, here are a few takeaways from these case studies:

  • Be responsive. Respond to the customer, even if it’s a tweet. Be quick and efficient.
  • Be helpful. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Personalization matters in customer relations. A good gesture could be to send customers gratitude notes that have been carefully crafted to suit their tastes. You can design cards , for instance, which gives you ample room for creativity and personal touch. Even when they don’t know it’s not required. This could mean offering advice, making recommendations, or just listening.
  • Be transparent. Be honest with customers, even when it’s not good news. Customers always appreciate a direct response, even when they are angry.
  • Be personal. Take the time to get to know the customer’s individual needs. This will help you provide more personalized service. Which will make them feel special.
  • Be human. Don’t hold your personality back; let your human side shine through. Show that you care about the customer and their experience. This could mean using humor, being empathetic, or just being yourself. The personal level of connection is effortless. This will make your service seamless.
  • Go the extra mile. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Whether you need to write custom code, provide training, or even just be a sounding board, let it be.
  • Be creative. If you can’t find a solution, that’s fine. Go out of the box and come up with a new one.
  • Be patient. Sometimes, it takes time to find the right solution that works. Be patient with customers and stay with them until they’re happy with it.
  • Be open-minded. Customers may use your product in ways that you never intended. Be open to new ideas.
  • Be impressed. Be amazed by the imagination and creativity of your clients. When you see customers using your product in a unique way, make sure to let them know how impressed you are.

Final thoughts

Being a tech support specialist or service agent is a challenging job, no doubt. A customer can come up with any type of issue. Hance, the service providers have to be sound enough to deal with any surprises.

The service-dependent industries are constantly facing a variety of cases every day. That’s why customer service case studies are a must-read for support and service providers. And, on the other hand, these stories can bring in new customers.

Start off with a powerful ticketing system that delivers smooth collaboration right out of the box.

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Md. Ariful Basher

Hi, this is Abir, a product marketing strategist, passionate product designer, and WordPress core contributor. Creating interesting content and products that ensure a 360-degree customer experience is my daily job.

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Customer Service Case Studies: Real-Life Examples Of Service Scenarios.

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Are you looking for real-life examples of customer service scenarios that can help you improve your own customer service skills? Look no further!

In this article, we will explore a series of case studies that highlight different aspects of effective customer service. These case studies will provide you with valuable insights into how to handle challenging situations, resolve issues, and create positive experiences for your customers.

Customer service plays a crucial role in the success of any business. It is not just about answering phone calls or responding to emails; it is about building relationships and exceeding customer expectations. By studying real-life examples, you can gain a deeper understanding of the importance of effective customer service and learn strategies to enhance your own skills.

In each case study, we will delve into different scenarios and examine how businesses successfully handled them. From resolving product quality issues to dealing with difficult customers, these case studies will showcase various approaches and solutions that you can apply in your own work.

Get ready to dive into these insightful stories that demonstrate the power of exceptional customer service!

Table of Contents

Key Takeaways

  • Effective customer service is crucial for the success of a business.
  • Empathy and proactive customer service are essential aspects of providing excellent customer service.
  • Prompt resolution of product quality issues, with notification and compensation for affected customers, helps maintain customer satisfaction and loyalty.
  • Handling difficult customers with a calm and empathetic approach, offering alternatives, and empowering them to make choices can build trust and loyalty.

The Importance of Effective Customer Service

You can’t underestimate the impact of great customer service – it’s like a warm cup of coffee on a chilly morning, instantly making you feel valued and appreciated.

In today’s competitive business landscape, providing effective customer service is more important than ever. Customers have numerous options at their fingertips, and one bad experience can send them running to your competitors. That’s why empathy plays a crucial role in customer service.

When customers feel understood and cared for, they’re more likely to become loyal advocates for your brand. Empathy is the ability to understand and share the feelings of others. In customer service, this means putting yourself in the shoes of your customers and genuinely listening to their concerns.

By showing empathy, you demonstrate that you value their emotions and are committed to finding a solution that meets their needs. This not only helps resolve issues effectively but also builds trust and strengthens the relationship with your customers.

Proactive customer service is another essential aspect of providing exceptional support. Instead of waiting for customers to come to you with problems or complaints, proactive customer service involves anticipating their needs and addressing any potential issues before they arise.

This approach shows that you’re dedicated to delivering an outstanding experience from start to finish. By taking the initiative, you can prevent problems from escalating and create positive interactions that leave a lasting impression on your customers.

The importance of effective customer service cannot be overstated. Empathy allows you to connect with your customers on a deeper level by understanding their emotions and concerns. Proactive customer service demonstrates your commitment to going above and beyond expectations by anticipating needs before they become problems.

By prioritizing these aspects in your approach to customer service, you can foster loyalty, build strong relationships with customers, and ultimately drive success for your business.

Case Study 1: Resolving a Product Quality Issue

Resolving a product quality issue can be challenging, but did you know that 86% of customers are more likely to repurchase from a company that resolves their complaint? When faced with a product quality issue, it’s important for companies to take immediate action and address the problem effectively.

One notable case study involves a product recall due to safety concerns. The company promptly notified customers about the recall through multiple channels such as email, social media, and website announcements. This proactive approach not only ensured customer safety but also demonstrated the company’s commitment to resolving the issue.

To further enhance customer satisfaction during this challenging time, the company offered compensation to affected customers. The compensation included a full refund for the recalled product as well as additional discounts on future purchases. By going above and beyond in compensating their customers, the company not only mitigated any potential negative feelings but also showed genuine concern for their customers’ wellbeing.

In addition to addressing individual complaints, the company took steps towards preventing similar issues in the future. They implemented stricter quality control measures throughout their production process and conducted thorough inspections before releasing any products into the market. This proactive approach reassured customers that their concerns were taken seriously and instilled confidence in the brand’s commitment to delivering high-quality products.

By resolving a product quality issue promptly and ensuring customer satisfaction through compensation and preventive measures, companies can not only retain existing customers but also build trust with new ones. It’s crucial for businesses to recognize that effective customer service goes beyond simply resolving complaints; it requires taking responsibility for failures, implementing meaningful solutions, and continuously improving processes to prevent similar issues from arising again in the future.

Case Study 2: Handling a Difficult Customer

Navigating through challenging interactions with clients can be a test of your company’s ability to handle difficult situations. Dealing with angry customers requires a delicate balance of empathy, patience, and problem-solving skills.

One real-life example of a company successfully managing a difficult situation involved an irate customer who had received a damaged product.

In this case, the customer contacted the company’s customer service department immediately after receiving the damaged product. The representative on the phone remained calm and empathetic throughout the conversation, acknowledging the customer’s frustration. They apologized sincerely for any inconvenience caused and assured the customer that they would resolve the issue promptly.

The representative then offered several options to address the problem, including sending a replacement or providing a refund. By presenting these alternatives, they empowered the customer to choose what solution best suited their needs. This approach helped defuse tension and created an atmosphere of collaboration rather than confrontation.

Ultimately, by effectively managing this difficult situation and prioritizing customer satisfaction, the company not only resolved the issue but also built trust and loyalty with their client base.

Case Study 3: Going Above and Beyond for a Customer

Exceeding expectations and leaving a lasting impression, one company went the extra mile to ensure a memorable experience for a dissatisfied client. The customer, let’s call her Sarah, had purchased a high-end laptop from this company but encountered numerous technical issues soon after receiving it. Frustrated with the product’s performance and the lack of support she received initially, Sarah reached out to the company’s customer service department for assistance.

To address Sarah’s concerns promptly, the customer service representative assigned to her case took immediate action. Recognizing that resolving her technical issues alone would not suffice in restoring Sarah’s trust and satisfaction, they decided to go above and beyond what was expected. The representative personally followed up with Sarah daily to provide updates on their progress in fixing her laptop. They also offered additional compensation for the inconvenience caused by sending her a complimentary accessory package.

In addition to their exceptional level of communication, this company created a personalized experience for Sarah through small gestures that left an indelible mark on her overall perception of their brand. One example was when they surprised her by upgrading her laptop’s warranty without any additional cost. This unexpected act not only demonstrated their commitment to providing quality products but also highlighted their dedication towards ensuring customer satisfaction.

Action Taken Outcome Result
Daily follow-ups Keeping Sarah informed about progress Strengthened trust and confidence in the company
Complimentary accessory package Compensation for inconvenience Positive brand perception and increased loyalty
Upgraded warranty Enhanced product value Increased customer satisfaction and long-term relationship

By going above and beyond in addressing Sarah’s concerns and surpassing her expectations at every turn, this company exemplified outstanding customer service. Their proactive approach not only resolved technical issues efficiently but also left a lasting impression on Sarah concerning how much they valued her as a loyal customer. Through personalized attention, generous compensation, and unexpected upgrades, they not only ensured Sarah’s satisfaction but also fostered a long-term relationship based on trust and loyalty. This case study serves as a powerful reminder that going the extra mile can make all the difference in customer satisfaction and retention.

Case Study 4: Turning a Negative Review into a Positive Experience

If your business has ever received negative feedback, it’s important to know how to turn that experience into a positive one.

In this case study, we will explore how a business addressed a customer’s concerns and transformed their perception from negative to positive.

By taking the necessary steps and going above and beyond, the business not only resolved the issue but also improved their reputation in the process.

The negative feedback received by the business

Despite your best efforts, your business was bombarded with a barrage of scathing feedback that left you reeling. Customers expressed their dissatisfaction with the quality of your products and the poor customer service they received.

These negative reviews not only affected customer retention but also posed a threat to your brand reputation. The negative feedback highlighted areas where improvements were needed. It pointed out flaws in your product design, manufacturing processes, and communication channels.

While it may be disheartening to receive such criticism, it presents an opportunity for you to address these issues and enhance the overall customer experience. By acknowledging the shortcomings and taking immediate action to rectify them, you can regain customers’ trust and loyalty while rebuilding your brand’s reputation.

The steps taken to address the customer’s concerns

After receiving the negative feedback, we quickly took action to address the customer’s concerns and improve our products and services. We understand that addressing customer complaints is essential for maintaining a positive reputation and ensuring customer satisfaction.

Our first step was to reach out to the customer directly, expressing our apologies for any inconvenience caused and assuring them that their concerns were being taken seriously.

To resolve the customer’s issues, we implemented a thorough investigation into the matter. This involved examining the specific details of their complaint, evaluating our internal processes, and identifying any areas where improvements could be made. By conducting this analysis, we were able to pinpoint the root cause of the problem and develop an effective solution.

Once we identified areas for improvement, we promptly made necessary changes to prevent similar issues from occurring in the future. This included updating our training programs for staff members involved in customer service interactions and enhancing quality control measures throughout our production process. We also communicated these updates transparently with all relevant stakeholders to ensure everyone understood our commitment to resolving customer issues.

Addressing customer complaints is not just about solving individual problems; it is about continuously improving our overall products and services. By taking immediate action upon receiving negative feedback, we demonstrate our dedication to providing exceptional experiences for every customer.

We remain committed to resolving any issues promptly while striving to exceed expectations in delivering high-quality products and top-notch service.

The transformation of the customer’s perception and improved reputation

Now that the steps have been taken to address the customer’s concerns, let’s discuss the transformation of their perception and the improved reputation of your business.

By promptly addressing the customer’s issues and providing a satisfactory resolution, you’ve demonstrated your commitment to customer satisfaction. This level of responsiveness not only resolves the immediate problem but also leaves a lasting impression on the customer.

As a result, their perception of your brand is likely to improve significantly. They’ll appreciate your willingness to listen, understand, and take action to rectify any issues they may have faced. This positive experience can lead to increased brand loyalty as customers recognize that you value their feedback and are committed to delivering exceptional service.

To further enhance customer satisfaction and foster brand loyalty, consider implementing these strategies:

  • Personalized follow-up: Reach out to customers after resolving their concerns with personalized messages or phone calls. This gesture shows that you genuinely care about their experience and want to ensure their ongoing satisfaction.
  • Proactive communication: Keep customers informed about any changes or improvements related to the issue they encountered. Sharing updates showcases transparency and builds trust in your ability to continuously improve.
  • Loyalty rewards program: Offer incentives or exclusive benefits for loyal customers who continue choosing your brand despite any initial challenges they may have faced. Rewarding their loyalty encourages repeat business and strengthens long-term relationships.

By investing in improving customer satisfaction and building brand loyalty, you can create a positive reputation for your business while fostering long-term success in an increasingly competitive market.

Frequently Asked Questions

What are the key elements of effective customer service.

Effective customer service requires several key elements.

One interesting statistic is that 86% of customers are willing to pay more for a better customer experience. This highlights the importance of providing exceptional service.

Effective communication plays a crucial role in customer service as it allows you to understand the needs and concerns of your customers, while also conveying information clearly and concisely.

Empathy and understanding are equally important, as they enable you to connect with customers on an emotional level, showing them that their satisfaction is your top priority.

By incorporating these elements into your customer service approach, you can create positive experiences that leave a lasting impression on your customers.

How can companies measure the success of their customer service efforts?

To measure the success of your customer service efforts, you can utilize various customer satisfaction metrics and conduct thorough customer feedback analysis.

Customer satisfaction metrics, such as Net Promoter Score (NPS) or Customer Effort Score (CES), provide valuable insights into how satisfied your customers are with the service they received. These metrics allow you to quantify customer sentiment and identify areas for improvement.

Additionally, analyzing customer feedback through surveys or social media monitoring enables you to understand specific pain points and address them proactively.

By consistently measuring these indicators and taking action based on the results, you can continuously enhance your customer service performance and ensure a positive experience for your customers.

What are some common challenges faced by customer service representatives?

Handling difficult customers and managing high call volumes can be incredibly challenging for customer service representatives. Dealing with irate customers can feel like trying to calm a hurricane with a feather, as their frustrations can reach astronomical levels. It requires an extraordinary level of patience and empathy to navigate through their anger and find a resolution that satisfies both parties.

Additionally, managing high call volumes can feel like juggling flaming swords while walking on a tightrope. The constant influx of calls puts immense pressure on representatives to provide quick and efficient assistance without compromising the quality of service.

However, despite these Herculean tasks, customer service representatives rise above the challenges by employing exceptional communication skills, problem-solving abilities, and an unwavering commitment to customer satisfaction.

How can companies improve their customer service skills and knowledge?

To improve their customer service skills and knowledge, companies should invest in comprehensive training programs that provide employees with the necessary tools and techniques to handle different scenarios. These programs can include modules on effective communication, problem-solving, and empathy to ensure that representatives are equipped to handle any customer interactions.

Additionally, implementing feedback systems that allow customers to provide their input and suggestions can also be beneficial. This feedback can help identify areas for improvement and enable companies to make necessary adjustments in their processes or training programs.

By prioritizing ongoing training initiatives and actively seeking customer feedback, companies can continually enhance their customer service skills and knowledge, leading to improved overall customer satisfaction levels.

What are some best practices for handling customer complaints and resolving issues?

When it comes to handling customer complaints and resolving issues, think of yourself as a skilled navigator guiding a ship through stormy waters. Customer feedback is like the wind, sometimes gentle and other times fierce, but always pushing you towards improvement.

Conflict resolution is your compass, helping you find the right path to address concerns and turn unhappy customers into satisfied ones. Actively listen to their grievances, empathize with their frustrations, and offer swift solutions that demonstrate your commitment to their satisfaction.

By taking ownership of the problem and going above and beyond to resolve it, you can transform a dissatisfied customer into a loyal advocate for your brand.

In conclusion, effective customer service is crucial for businesses to thrive in today’s competitive market. As demonstrated by the case studies discussed, handling product quality issues, difficult customers, and negative reviews with empathy and proactive solutions can turn potentially negative experiences into positive ones.

One interesting statistic that highlights the impact of great customer service is that 86% of consumers are willing to pay more for a better customer experience (Source: PwC). This statistic evokes an emotional response as it emphasizes the value customers place on exceptional service. By investing in providing top-notch customer service, businesses not only create loyal customers but also have the potential to increase their revenue.

To ensure success in customer service scenarios, it is essential for businesses to empower their employees with proper training and resources. By equipping them with problem-solving skills, effective communication techniques, and a genuine desire to help customers, companies can build strong relationships and foster trust. Additionally, embracing technology solutions such as AI-powered chatbots or self-service options can streamline processes and provide faster resolutions.

In summary, delivering exceptional customer service requires a proactive approach that focuses on resolving issues promptly while exceeding expectations. By prioritizing the needs of customers and going above and beyond to provide personalized solutions, businesses can create memorable experiences that result in increased customer satisfaction and loyalty. Remember, investing in superior customer service is not just about satisfying your current customers; it’s about attracting new ones who’re willing to pay more for an outstanding experience.

eSoft Skills Team

The eSoft Editorial Team, a blend of experienced professionals, leaders, and academics, specializes in soft skills, leadership, management, and personal and professional development. Committed to delivering thoroughly researched, high-quality, and reliable content, they abide by strict editorial guidelines ensuring accuracy and currency. Each article crafted is not merely informative but serves as a catalyst for growth, empowering individuals and organizations. As enablers, their trusted insights shape the leaders and organizations of tomorrow.

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Southwest Airlines: A Case Study in Great Customer Service

The airline giant's reputation for exceptional customer service and employee happiness is crucial to its ongoing success.

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Southwest Airlines serves over 126 million passengers each year, provides service to 121 airports across 11 countries and has maintained its nearly 72,000-employee roster with no involuntary furloughs or layoffs in its history. In addition to its commercial and financial success, Southwest Airlines is known for its excellent customer service. Southwest has built an impeccable reputation by putting customers first and ensuring its employees are content and financially secure.

This model of exceptional customer service can be extrapolated to fit the needs of almost any industry if you employ strategies that work for your business. We’ll explain why Southwest is so successful as a company and a customer service provider to help other businesses understand and implement its tenets. 

Southwest treats its employees well

Great customer service starts with happy employees. Southwest treats its employees well by backing individual employees’ decisions and providing everyone with quality employee benefits . For example, the company offers a 401(k) plan and matches contributions dollar-for-dollar up to 9.3 percent of the employee’s eligible earnings. It also offers a profit-sharing plan, an employee stock purchase plan, health and well-being rewards, as well as quality medical, vision and dental coverage.

In addition to benefits, Southwest also encourages professional development through in-person and online classes, mentorship programs, and even a Career Mobility Center that supports internal career advancement through advisement sessions and interview prep resources. The company also prioritizes community outreach, encouraging and incentivizing employees to give back to causes that matter to them.

Southwest makes excellent customer service its mission

According to a mission statement on Southwest’s website, “The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride and Company Spirit.” 

Southwest outperforms competitors in customer service

In its last survey of the airline industry from 2018, the Temkin Group compared nine U.S. airlines on the quality of their customer experience – the sum of all a customer’s experiences and interactions with a brand. The strategy of focusing on customer experience is built around the needs of the individual customer over the lifetime of the customer-brand relationship.

The Temkin Group’s survey ranked each airline on the criteria of functionality (how well experiences meet customer needs), accessibility (how easy it is for customers to do what they want to do) and emotion (how customers feel about the experience).

Southwest Airlines earned the highest score every year the Temkin Experience Ratings were published from 2011 to 2018, except for 2015. In the most recent rankings, the company received the highest score in the airline industry, 76 percent – 10 percentage points higher than the industry average score of 66 percent. 

Over the years, Southwest Airlines has maintained high ratings among customers, even amid a global pandemic and overall declines in passenger satisfaction. According to the 2023 J.D. Power North American Airline Satisfaction Study , Southwest ranked highest in customer satisfaction for a second consecutive year for the economy and basic economy segment.

How Southwest Airlines emphasizes the customer experience

Southwest Airlines takes the following crucial steps to prioritize the customer experience:

  • Southwest offers multiple avenues for customer support. Customer experience is no longer just an in-person interaction or a phone call. It’s now online, in live chat and more. In addition to multiple phone numbers for different customer service issues, Southwest offers live chat (via mobile app), email and a self-help resource center, allowing multiple touch points and opportunities to delight customers .
  • Southwest adapts to meet customers’ evolving expectations. The airline invested over $2 billion to improve the customer experience. From improved real-time travel communications to bag tracking to bolstered self-service options, Southwest proactively meets passenger needs to make traveling more convenient and comfortable.
  • Southwest empowers employees. Southwest takes care of its employees, which, in turn, helps employees take care of its customers. Providing robust financial and wellness benefits and ongoing career development allows Southwest’s team to perform at its best and effectively support its customers.

How to provide excellent customer service

All businesses should strive to achieve Southwest’s exceptional customer service. However, many of its specific strategies are tailored to the airline industry and may not work for your organization. Here are a few additional methods any business can implement to give its customers the service they deserve.

1. Be responsive to issues.

Nothing is more frustrating than being put on hold for over an hour, especially if you’ve already paid for a product or service. Remember that your customer relationships don’t end after money has been exchanged. These relationships are long-term commitments that must be cultivated over time.

If you don’t have the time to answer calls all day, consider staffing your business with more agents or outsourcing customer service calls. Ensure all customer service reps and outsourced service agents use one of the best CRM software platforms to ensure consistency and informed help. You can also streamline your communication channels and preferences to accommodate as many customer inquiries as possible. For example, it’s easy to set up a chat feature or an FAQ page on your website to avoid being overwhelmed by calls. 

With so many options available to help your customers, there’s no excuse for leaving them in the dark when they have an issue.

2. Communicate beyond complaints.

Responding to problems swiftly is vital to maintaining a high level of customer service, but communicating with your audience shouldn’t stop there. Starting a weekly email newsletter or using X (formerly Twitter) as a customer support channel are great ways to stay in touch with your base.

A simple “thank you for thinking of us” when a customer tags your brand on social media can go a long way. It’s a simple, cost-free measure to set your business apart as one that truly cares about customer service.

3. Get to know your customers.

Customers love a personalized experience because it makes them feel heard. However, to ensure the personalized experience stays positive, you should understand the customer’s wants and needs. Maintaining this mindset will help ensure the customer trusts you and your company in the long run.

Almost every customer service representative has some kind of script they must stick to, but there are opportunities to veer off-book and personalize the experience. You could ask customers what they’ve been up to lately or why they chose your company, or just find a way to make them laugh. If you’re willing to go that extra mile, it can be the difference between keeping a customer and losing them.

4. Keep a positive attitude.

When trying to keep a positive attitude toward the customer, it can help to inhabit a service persona. How you speak to your customers can sometimes be more important than what you say. This approach allows you to connect with the customer on an emotional level. You’ll understand their explicit needs and better understand their overall attitude toward you and the company. If you focus on positive thinking and a positive attitude, customers will likely respond in kind.

Danielle Fallon-O’Leary contributed to this article. 


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  • Customer Interaction

4 Customer Service Case Studies to Inspire You

Customer service case studies help attract new customers to your business by showing them how your company can help them. Instead of simply telling customers what you can do for them, you demonstrate it with storytelling and draw them in.

Last updated: November 24, 2022

6 mins read

If you’ve researched any brand it’s more than likely you’ve come across a customer service case study. Real-life customer experiences are a powerful way to advertise a brand and showcase the real interactions customers have when approaching a company’s customer service department.

Instead of simply telling a customer what it’s like to benefit from a company’s customer service, they demonstrate genuine examples of customers who have submitted tickets to their customer service team. 

On the surface of it, one company can appear much like another without powerful customer service case studies to demonstrate its impact. Customers will be required to actually sign up to your service before they can experience your customer support for themselves. 

What is a customer service case study?

A customer service case study is a strategy to show the experiences of customers that have actually signed up to use your product or service and have actually witnessed your customer service for themselves. 

Potential customers who are researching what your company has to offer will benefit from the case studies of customers that have already passed through the buying decision. Instead of a company simply telling prospective customers what they have to offer, they will be able to demonstrate their service in reality. 

A customer service case study goes beyond being a simple testimonial, however. It’s factual evidence of customers who have implemented your company’s product or service and a demonstration of its ability to actually deliver results. 

Why are customer service case studies important? 

Without customer service case studies, your business will struggle to show how it is helping its customers. A case study shows your prospective customers how the business has performed in a real-life example of customer service, and helps them imagine what it would be like to do business with your company. 

Customer service case studies show potential customers how your business has helped customers to solve their problems and further their business goals. Although there are other ways to market your business, customer service case studies are a solid way to reach out to new prospects and convert them into customers. 

Successful customer case studies showcase successful examples of customer service that persuade your prospects to actually buy. They show prospects how well your customer service actually works and highlights your product’s value. 

How do you write a customer service case study?

There are a few strategies you need to follow when writing a customer service case study. Having a variety of different case studies will enable you to reach more potential customers which cover a range of situations and needs. 

1. Focus on your personas

You need to consider the type of the customer that you want to attract with your customer service case study. Mapping out your personas is an important part of your marketing strategy because it helps you identify prospects with unique wants and needs. Your customer service may appeal to different types of individuals and it’s crucial to target each one specifically. 

2. Tell a story

At their core, customer service case studies are stories about particular customers. Simply raving about how great your company is wil be boring for your readers, and you need to take them on a journey. Stories need to have obstacles to overcome, and your case study should show how your product or service is the hero of the narrative. 

3. Emphasize benefits

The benefits of your customer service will help to appeal to customers that have a specific pain point to solve. Instead of focusing on products or features it’s important to show how your service will help them. Your customer service case study is likely to be a representative example of a customer that has similar problems to other prospects, and it’s important to help prospective customers visualize using your service. 

4. Highlight the results 

Highlighting the results that your customer service will help your customers achieve means focusing on the before and after of using your service. Genuine improvements to your customer’s business will help to convince them that your product or service is the answer. Showing the results of your customer service helps customers see how they can save or make more money after choosing your business. 

4 interesting customer service case studies

Quick heal and kayako.

Here’s the first interesting customer service case study from Kayako. There was a company called Quick Heal Technologies which was a provider of internet security tools and anti-virus software. They had millions of global users, but they were struggling to deliver outstanding customer service due to a high volume of customer service requests. 

One of their main issues was the absence of a system to track requests from different sources. Agents were checking many different platforms for customer service requests, and lacked a vital overview of the customer experience. They were losing tickets and suffering from incomplete information. There were delays in the customer support experience and the existing system couldn’t manage its workflow. 

Enter Kayako, help desk software. Their Shared Inbox Solution brought together the different customer service platforms such as email, Facebook, Twitter, and live chat. Quick Heal agents were able to support customers seamlessly and minimize the number of tickets that were dropped. They could significantly reduce their ticket response times and accelerate the time to resolution. Agents were able to much more effectively collaborate and reduce duplication of effort. 

Springboard and Help Scout

The next customer service case study is about Springboard, a platform which provides online resources and personalized mentors to help students build their dream careers. Their aim is to make a great education accessible to anyone in the world. 

So far, they have worked with 250 mentors to train more than 5,000 students over 6 continents. Their success has depended on their ability to create an open environment where students feel comfortable requesting feedback and discovering course information on their own. 

Springboard needed a solution that could help them build relationships with their students, even if it’s over email, and they decided that Help Scout was the answer. They chose Help Scout because it means they can have human conversations rather than treating their students like a ticket number. 

They make use of Help Scout’s help desk features to find key insights into students’ conversations, as well as their Docs knowledge base which provides answers to common questions. As a result, students are able to more effectively learn and overcome problems when they arise. 

We’ve got another customer service case study from an airline – in this case, JetBlue. They really know how to make their customers smile with small gestures and ensure they can win customers for life. 

One customer called Paul Brown was flying with JetBlue from the smaller terminal at Boston’s Logan airport. He realized that he couldn’t grab his usual Starbucks coffee because there was no Starbucks at the terminal. On a whim, he sent a tweet to JetBlue asking them to deliver his venti mocha, and to his surprise they obliged! Within minutes JetBlue customer service representatives had delivered the coffee to Paul’s seat on the plane. 

This example of customer service shows that JetBlue is willing to go the extra mile for customers and will ensure that the company can continue to attract more customers.

Gympass and Slack

Gympass is an international platform that gives companies and their employees 50% to 70% off a global network of fitness studios, digital workouts, and mental health and nutrition services. It was founded in 2012 and has experienced steady growth, now worth more than USD $1 billion. Users of Gympass have access to 50,000 gyms and studios in more than 7,000 cities, so they can work out while they are on the move. 

The problem with this growing company was communication across the globe. The company was overly reliant on emails which led to silos and employees missing out on vital information. The solution to this problem was Slack, a communications platform which is made accessible to all new employees so they have everything they need right from the start. 

Now, teams at Gympass work across a range of 2,000 Slack channels which are open to 1,000 employees. They can share documents, messages and information, keeping connected across locations and facilitating new projects like event planning. It’s enabled Gympass to build a strong culture of collaboration and ensure that every employee can find the information they need. 

Wrapping up

Customer service case studies help attract new customers to your business by showing them how your company can help them. Instead of simply telling customers what you can do for them, you demonstrate it with storytelling and draw them in. Showing your customers benefits and outcomes support them to make the decision to purchase. 

Before they actually have a trial of using your product or service, it’s hard for customers to know what it would be like. Case studies can give a valuable preview into what it would be like to work with your company and highlight customers that have already achieved success. 

Catherine is a content writer and community builder for creative and ethical companies. She often writes case studies, help documentation and articles about customer support. Her writing has helped businesses to attract curious audiences and transform them into loyal advocates. You can find more of her work at

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11 great customer service examples

Excellent customer service is essential for business. In fact, consumers are willing to spend 17 percent more with companies that deliver great customer service, according to American Express .

Unfortunately, it’s true that bad news travels faster than good news, especially in the age of social media. Most customer service stories online are about a bad customer service experience, and consequently, you don’t always hear about companies who are achieving customer satisfaction.

Keep scrolling to find customer service examples that will inspire, as well as tips for improving your customer experience.

What does excellent customer service look like?

The definition of “good” customer service is flexible, because it entirely depends on the level of expectation that customers have for your brand. This can be affected by variables such as your industry, product cost, brand reputation and more.

For example, if you’re flying in Economy, you don’t expect a 5* service with champagne and snacks - but if you were flying Business class, you’d be annoyed if those things weren’t provided for the higher cost of your seat.

What consumers expect from your customer service experience is the key factor in whether they perceive your brand to be great or terrible. Do they want to be able to resolve issues on multiple channels, or do they go to one channel for specific problems? Is your average response time more important to them, or is it how many self-service options you provide that matters? Is poor customer service the main reason why they might try a competitor?

Your support teams are your front line, shaping customer experience on a day-to-day basis. They can be proactively helpful in providing customer service that’s memorable, and turn a bad customer service experience around.

Investing in great service is worth your while. Don’t lose customers and brand loyalty by failing to meet and exceed expectations - grow your business’ revenue by ensuring that your excellent service keeps customers coming back.

Examples of good customer service experiences are more often than not the result of a kind, customer-centric service agents who are good at the following things:

Good customer service examples

  • Responding quickly: A customer will appreciate fast response times when they want to ask a question or highlight a problem.
  • Acting on customer feedback: When a customer support agent acts on the feedback they’ve received, it shows them that their opinion mattered.
  • Showing empathy: Employees that try to understand a customer’s point of view make a customer feel valued, and can turn an angry customer into a happy one.
  • Maintaining customer self-service options: Sometimes customers would prefer to find their own answer to problems rather than getting in touch with your customer service center. Having an up-to-date FAQ page or knowledge article base can be very helpful.
  • Providing omnichannel support: Different communication channels can support customers that have busy schedules or want flexibility in how they connect with businesses. Your customer service teams need to be prepared to offer support through email, phone, live chat, and social media.
  • Going the extra mile: When an employee is able to deliver excellent customer service beyond the customer’s expectations or adds a personal touch to the service experience, it can leave a positive impression and increase customer loyalty.

A less generalized amd more specific example of enhancing customer satisfaction and building loyalty is by offering discounts and coupons (depending on your industry and needs).

Why is delivering excellent customer service important?

There are several reasons why great customer service is important for your business. Below we list the most important ones.

Satisfied customers will spend more

According to Hubspot , 68 percent of consumers are willing to pay more for products and services from brands associated with excellent customer service. When you invest in delivering great customer service, you’re creating happy customers but also generating enough brand equity to charge a premium for your offering.

Your ROI will improve and profits will increase

Deloitte found that brands that were customer-centric were 60 percent more profitable when they were compared to companies that neglected to focus on customer experience. Your support team should be empowered to provide excellent customer service, not just for the customer’s benefit, but for your brand’s financial benefit as well.

Customers are more likely to forgive you

If you provide good customer service, you can convince customers to return, even if something didn’t go as they expected. Salesforce found that 78 percent of consumers will do business with a brand again after a mistake is made if the customer service is excellent.

Customer loyalty improves with great customer service

Microsoft says that a whopping 96 percent of customers believe customer service is vital when they’re choosing to be loyal to a brand. If you don’t provide customer service that meets expectations when dealing with an upset customer, you risk alienating them from returning to spend more. Quality service will help you to increase customer lifetime value.

A great customer experience means a higher chance of recommendations

Consumers who have a good customer service experience are more likely to recommend your brand to other people. Our own XM Institute found that consumers who rate a brand’s service as “good” are 38% more likely to recommend that company to others.

Real-life examples of great customer service

It's one thing to talk about what good customer service is in theory, and another to apply it to real-world companies. Below are eleven customer service examples from companies that go above and beyond, as well as the customer service tips we’ve taken from their stories.

  • JetBlue - Thank frequent customers with small gestures
  • Tesla - Meet your customers where they're at
  • Adobe - Respond to customer service complaints before they happen
  • Trader Joe's - Help those in time of need
  • Coca-Cola - Get involved in social causes
  • Zappos - Personally reply to every email
  • Us! - Provide an exceptional event experience
  • Sainsbury’s – Don't be afraid to change everything
  • American Express – Give customers benefits that can be used globally
  • Walmart - Invite customers into the company family
  • The Ritz-Carlton Hotel Company – Turn customer errors into service opportunities

1. JetBlue - Thank frequent customers with small gestures

Paul Brown was flying JetBlue airlines when he casually tweeted that he couldn’t grab his Starbucks coffee before boarding the plane because he was flying out of the smaller terminal at Boston’s Logan airport. Within seconds of seeing the tweet, JetBlue sprang to action and the airport customer service reps delivered a Starbucks venti mocha to his seat on the plane. Brown was elated and raved about JetBlue on Twitter.

Good customer service takeaway : This is definitely one of those great customer examples other companies can learn from. The main takeaway? Your customers don’t always need large gestures, but just want to know they’re appreciated. In fact, 68 percent of customers leave because they perceive you don’t appreciate them.  I’m sure after knowing his request was heard, Mr. Brown feels appreciated and he’ll be a loyal customer for a long time. Keep your company at the top of your customer’s mind, with good customer care by doing small acts for more people, instead of a few large things for a lot of people. Believe it or not, it's the simple things that count and produce loyal and happy customers.

JetBlue Twitter conversation with customer

2. Tesla - Meet your customers where they’re at

Tesla literally meets customers where they’re at by going to the customer’s home and fixing issues on their car. It’s convenient for the customer because they don’t have to sit around a repair shop and it can be scheduled on their own time. This is an example of excellent customer service.

Flat tire on Sunday. Called Tesla, git a loaner tire within 40 minutes. Today they came to my house to replace the tire in 10 minutes. scheduled to come back to fix a small issue next week. What other car company does this? @elonmusk @TeslaModel3 @Tesla #mobileservice — Chris Kern (@cjk7216) October 31, 2018

3. Adobe - Respond to customer service complaints before they happen

When Adobe had an outage due to an issue with Amazon Web Services, they posted a tweet about it before they started getting customer complaints. The tweet contained a video of a puppy stampede as a distraction and lightened the mood. While there were some comments asking when the program would be running again, many replies focused on the adorable puppies.

Hi all, some Adobe services are down due to the AWS outage: Here's a puppy stampede to take your mind off of it. ? — Adobe Customer Care (@AdobeCare) February 28, 2017

4. Trader Joe's - Help those in time of need

An 89-year-old man was stuck in his house during a snowstorm and his granddaughter was worried he wouldn’t have enough food. She called around to several grocery stores and asked if they would deliver, to no avail. Finally, Trader Joe’s said they normally don’t deliver, but they would help. She read off a big list to the store and they delivered the entire order and more within 30 minutes, free of charge.

Trader Joe's Reddit customer service praise

5. Coca-Cola - Get involved in social causes

Since 1984, Coke has given back more than $1 billion through the Coca-Cola Foundation. What’s great is they give back at the local level and not just to large organizations. For instance, Coke in Ireland initiated the Coca-Cola Thank You Fund , which gives €100K annually to local charities that empower young people, foster sustainability, and encourage diversity and inclusion.

Coke thank you fund

6. Zappos - Personally reply to every email

Zappos responds to every email it receives, even if it’s addressed to the CEO. In this case, a woman sent a request to Tony Hsieh and even though he was unavailable, his representative sent a humorous and engaging email back.

Zappos customer thank you tweet

7. Us!  - Provide an exceptional event experience

During many conferences that we attend, we send our  “Qualtrics Dream Team” to fulfill customers' needs and wishes to make the event a truly exceptional experience. From food and drinks, to swag, to even vacations and massages, our team tries to fulfill as many requests as possible. They also collect customer feedback and make changes for a better event experience, such as room temperature and providing phone chargers.

Not a legal comment, but every other company listed here has some example of a customer thanking them for good customer service. I think our example would be stronger if we had something like that.

Curious to know how we run the Dream Team using our own software, or why we bring it to events like #CXOLeadersSummit ? Stop by our booth and we'll share all the secrets! Our team is here till 4pm AEST. — Qualtrics (@Qualtrics) August 8, 2018

8. Sainsbury’s – Don't be afraid to change everything

When Sainsbury’s, a UK supermarket chain, received a letter from three-and-a-half-year-old Lily Robinson, they ended up rebranding one of their products entirely. Lily thought their "tiger bread" didn’t resemble a tiger’s stripes at all – it looked more like the pattern on a giraffe. Sainsbury’s responded that the little girl was right and made new labels to share Lily's insight with other customers.

Sainsbury's customer letter

9. American Express – Give customers benefits that can be used globally

American Express maintains their position as a top-tier credit card company by offering its customers plenty of extra benefits: complimentary travel flight credit, insurance, and access to airline lounges to name a few. Combine these worldwide benefits with American Express's 24/7 support line and its global partners network and you have a company that truly connects with you wherever you are.

AmEx card beside laptop computer

10. Walmart - Invite customers into the company family

Walmart has a reputation for being focused on providing value to everyday families. They live out their family focus through the way they treat their employees. When one of their associates turned 101 years old, they shared the news on Facebook and invited customers to participate in the celebration.

customer service strategy case study

11. The Ritz-Carlton Hotel Company – Turn customer errors into service opportunities

Ritz-Carlton employees are allowed up to $2,000 to fix any guest problem, no questions asked. One example was told by customer John DiJulius, who left his charger behind at The Ritz-Carlton Sarasota. He received a next-day air package with his charger and a note saying ‘Mr. DiJulius, I wanted to make sure we got this to you right away. I am sure you need it, and, just in case, I sent you an extra charger for your laptop.’

How to provide great customer service

The best way to provide a good customer service experience is to gather feedback, set metrics and take action on your overall customer experience (CX) .

Why not check out our free survey template to collect feedback for customer service and contact centers? You can download it here.

With Qualtrics, you can track key metrics with a customer service benchmark report to help you to understand how your service is improving over time. Track interactions and feedback across the customer journey and customer service experience, and set action into motion to gain customer trust and loyalty.

Best customer service practices: Improving agent effectiveness

Diana Kaemingk

Diana Kaemingk is a contributor to the Qualtrics blog.

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Table of contents

5 real-life scenarios of legendary customer service [+ bonus examples].

Hiver HQ

Exceptional customer service is a hallmark of successful businesses, and it’s more than just a buzzword—it’s a fundamental aspect of building lasting relationships with customers. It involves fostering a  customer-above-everything  attitude among your employees at scale.

So, how do you take great customer service from being a  nice-to-have  to an  all-important-prime-focus  across your company?

Well, to truly understand the power of outstanding customer service and see how you can implement it in your own business, there’s no better way than diving into real-life customer service examples.

In this blog, we looked at five companies that live and breathe exceptional customer service on a daily basis. 

We’ll share their best strategies on hiring for great customer service , guiding employees the right way, and the role of leaders in fostering customer-centricity. 

Let’s dive in and check out some of the best real-life customer service examples. 

What Does Excellent Customer Service Look Like?

Excellent customer service involves providing assistance to customers in a way that meets or exceeds their expectations, fostering customer loyalty , and trust. It’s the combination of efficient processes and interpersonal interactions that result in positive customer experiences.

Here are some of the core elements of excellent customer service:

You Might Also Like:  The complete guide to customer service best practices

Why is it Important to Deliver Great Customer Service?

Delivering great customer service impacts both the immediate bottom line and the long-term growth of a business. Here are some key reasons why it’s crucial to offer top-notch customer service:

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Real-life Examples of Brands Excelling at Customer Support

Let’s take a look at some brands whose customer obsession has helped them stand out – 

Zapier’s obsession with customer support began when they had no customers or even a robust prototype. 

In those early days, CEO Wade Foster lurked in community forums and reached out to customers who needed a product like Zapier’s. Through Skype calls, he’d help customers work with his barely functioning MVP, and iterate on their feedback. 

wade foster zapier ceo

Foster’s commitment to customer service was shaped by advice from Wufoo founder, Kevin Hale, who told him there were three types of companies: one with the highest quality product, one with the cheapest deals, and one with the best customer service. 

As a startup founder, Foster knew which type of company he would build. He says in an interview:

We can’t be the best and we can’t be the cheapest, but we can definitely care the most, and so from day one, we thought “let’s get on Skype calls, let’s do things that might not scale right now, just so that we can make people really happy and really want to work with us.”

Today, Zapier has over 200 employees and $50 million in annual recurring revenue. But their focus on customer service remains laser-sharp. Here’s how they do it: 

Customer support is everyone’s job

Every employee has to do customer support for four hours a week, whether they’re a marketer or an engineer. Their engineers work on customer support requests for a full week, on a rotating basis. 

Interacting with customers first-hand helps the team build customer-focused products and services. The product team can gauge the usefulness of features, engineers are apprised of recurring problems, and the marketing team uncovers insights for product positioning. 

Customer support skills is a hiring criteria

The focus on customer support also influences Zapier’s hiring process. This means if an engineer is great at their job, but it looks like they may come off as prickly to customers, they won’t make the cut at Zapier. They also vet if potential employees can write well; it’s important for them to be friendly and empathetic to their customers.

You might like: 17 must-have Customer Service Skills + How to develop them

Empathy is non-negotiable

Customer support team members often have to deliver bad news. A product unavailability, a feature that’s never going to be built, an expired trial. While bad news always upsets customers, the key for support reps is to do it in a way that reflects empathy and thoughtfulness.   

To gauge whether an employee can deliver bad news to customers, Zapier asks questions such as, “ say you and I are dating right now and you need to break up with me on this call… how would you do it?”

For companies still waiting for inspiration, Wade’s advice hits the mark:

Anybody can provide awesome customer service. You don’t have to be a rocket scientist to just be nice and be helpful.

Recommended Read: 9 Must-Have Customer Service Skills + How to Develop Them

2. Southwest Airlines

Southwest Airlines may be popular for being a low-cost carrier, but their customer service is equally legendary. 

Herb Kellehher, the founder of Southwest Airlines, famously said:

“I tell my employees that we’re in the service business, and it’s incidental that we fly airplanes.”

Airlines are notorious for sub-par experiences, but Southwest routinely ranks among the top three carriers in the US. What sets them apart? 

Here are a few ways Southwest nurtures a customer-first approach in its employees: 

Treating employees like customers

As it turns out, the secret to great customer service is to, firstly, treat your employees well. Said Kelleher, “ A motivated employee treats the customer well .” 

Southwest CEO Gary Kelly gives weekly shout-outs to employees who demonstrate good customer service and also includes examples of empathetic engagements in internal videos. Employees’ enthusiasm for their job is evident in these testimonial videos where they talk about their job with fervor . 

Placing employees above profit-making

A recent example of the airline’s commitment to their employees is their response to the Covid-19 crisis. At a time when most airlines are cutting costs and laying off employees, Southwest CEO told its employees:

“ I want you all to know we will not furlough or layoff any Southwest employees on October 1 (when bailout funds expire),unlike our major competitors. Further, we have no intentions of seeking furloughs, layoffs, pay rate cuts, or benefits cuts through at least the end of this year.” 

Further, he went on to explain how the company would use strong profits from 2019 to get the company through the tough period. 

Leading by example

Leaders can take a cue from the airline’s founder, who routinely walked the talk when it came to customer service. He would often arrive at three in the morning to clean planes, and also assist with baggage unloading, so the aircraft would depart on time. A perfect example of leadership not only sermonizing about customer service, but backing it up with action. 

In an industry where delays are the norm and customer experiences seldom accounted for, Southwest won customer loyalty simply by caring enough about them. 

south west customer service tweet

Taking a proactive approach

Another area Southwest Airlines stands out is in their proactive approach to customer strategy. Reaching out to a customer before they even have a chance to lodge a complaint is how you ensure your customers remember you and come back to you. Take a look at this example:

Southwest Airlines customer Michael tweeted how he had paid for wifi on the first leg of his flight and barely got 5 minutes of consistent network connectivity. Once he got home, he was going to email them about this but he found an email from Southwest Air already sitting in his inbox. Check out the screenshot below.

customer service strategy case study

When you reach out to your customers before they can even raise a complaint, it shows that you’re looking out for them. This is a great way to turn a negative situation into a memorable customer experience.

3. E ventbrite

Eventbrite is an online ticketing website for live events. It launched in 2016 to staunch competition from existing players such as StubHub and Ticketmaster. Still, they carved a niche in the small events organizer market. Their differentiating factor: excellent customer service. 

To ensure their partners and customers consistently receive the best quality services, they have a playbook for hiring and training employees . 

In an interview with First Round, Dana Kilian, VP of customer service at Eventbrite, shared some practical advice: 

Make a great first hire

Your first customer support hire must identify with the founder’s vision of what great customer service looks like. They should have a good balance of people and operation skills. Dana suggests asking questions like, “How will you inspire and motivate a team?” and “What service-level targets should we be tackling?” to get a sense of whether they’d be a good fit. 

Provide balance and flexibility

While everyone on the Eventbrite team does customer support, there are no fixed times or days. They don’t follow scripts, and employees have the freedom to take support decisions. 

Hire for success

A part of Eventbrite’s interview process for customer support employees is calling candidates and pretending to be a customer who needs step-by-step instruction to using the product. Even if the candidate does not have a ton of product knowledge, the hiring managers look for creativity and presence of mind.

In another version of this test, they present candidates with tricky customer situations to see if they’re able to pacify agitated customers , solve the problem, and take help from the company’s documentation, all the while maintaining a friendly front. 

Having time-tested processes in place help you deliver consistent service, no matter how big you grow. As Dana says:

You want them (customers) to always know that if they call, they will get help from people who care.

4. Nordstorm

You’ve probably heard the famous Nordstrom tire story. If not, here’s a quick gist: In 1975, a man drove up to a Nordstrom store asking for a refund for tires he’d bought weeks ago at a tire shop that the retailer replaced. Even though the company had no obligation to pay the man, they still did, much to his delight. Today, this story is the most known example of good customer service.

nordstrom tire example

This wasn’t a one-off, isolated incident. It’s one of many tales testament to Nordstrom’s excellent customer service. 

To deliver delightful experiences on a regular basis, Nordstrom uses a combination of employee empowerment and an unwavering commitment to customers. Here are some lessons to glean from the much-loved retailer: 

Prioritize customers before company policy

Customer service reps often fall back on company policies when faced with tricky decisions. More often than not, it leads to bad experiences and disappointment for customers. At Nordstrom, employees follow one policy: making the customer happy. 

Famously, Nordstrom’s employee handbook read like this: 

“Welcome to Nordstrom. We’re glad to have you with our Company. Our number one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them.

Nordstrom Rules: Rule #1: Use your best judgment in all situations. There will be no additional rules.”

To further encourage employees to prioritize customer experience and satisfaction above all else, the company’s leadership routinely endorsed these values. Said co-founder John Nordstrom, “ If I’m a salesperson on the floor and I know that the people who own this place are committed to customer service, then I am free to find new ways to give great customer service. I know that I won’t be criticized for taking care of a customer. I will only be criticized if I don’t take care of a customer. ’’

Go beyond your core service

Nordstrom may be a retailer for clothing and shoes, but it’s Local stores don’t just allow customers to return and pick up online purchases. While waiting for their purchases, shoppers can get a manicure/pedicure, tailor clothing with in-store seamstresses, and consult with in-house stylists. These services may be paid for, but they still help to enhance a customer’s overall experience with the retailer. 

Other than providing add-on services, Nordstrom employees routinely go above and beyond to delight customers. 

Here’s a sample of what employees routinely do: 

nordstrom customer service example

Use customer service stories for onboarding

Nordstrom’s customer service stories not only earn them media mentions, but are an important part of inducting new employees. 

Merely stating the importance of customer service is unhelpful, uninspiring, vague. Instead, hiring managers recount stories of employees who have exceeded customer expectations. For example, the story of an employee who gift-wrapped items purchased at Macy’s, or the employee who warmed up a customer’s car in the middle of a snowstorm . Such stories have a powerful way to make messages stick. New recruits use them as reference points to deliver new and unique services, and thus the cycle continues. 

Nordstrom serves as the perfect example for both online and offline companies to provide superlative customer experiences, no matter the platform. 

The words “cut-throat competition” hardly justify the eCommerce landscape. Still, Zappos , an online retailer company for clothing and shoes, has managed to rise above competitors and build a memorable brand. Their success can be pinned to what is often a nightmare for most online retailers: customer service. 

zappos customer service example

In their own words, Zappos’ commitment to customer service experience is, “obsessed, maniacal, radical, wow.” In a company blog post , they revealed some of their customer service strategy secrets: 

Unlimited customer call times

Call times indicate customer support reps’ efficiency for most companies. Not for Zappos. Their support representatives are not bound by specific times or metrics when it comes to assisting customers. It may take a while to digest this, but the longest customer service call a Zappos employee handled was 10 hours and 51 minutes.  The only aim is to solve their customers’ problems. No matter what!

Solutions + conversations

You know how most customer service representatives sound like they’d rather be doing something else? Zappos goes out of the way to ensure their reps are different. Says customer service trainer, Megan Petrini, “We want to distinguish the service experience for every customer, on each and every phone call.”

Zappos employees are free of scripts and textbook replies. Instead, they’re encouraged to develop personal connections by trying to understand how every customer feels. If they hear a dog in the background, they’ll chat about pets. If they can gauge a caller is stressed, they’ll ask if they can help.

Customer service conversations at Zappos often comprise a gamut of topics other than the usual exchange, order, and returns requests. Kids, sports, current events; employees discuss anything that helps them forge good customer relationships.

Their founder Tony Hsieh said in an interview:

Tony Hsieh Quote: “Zappos is a customer service company that just happens to sell shoes.” (12 wallpapers) - Quotefancy

24/7 availability

While most companies have timings for customer support, Zappos employees are available to take customer calls, no matter what time or day. Unsurprisingly, employees are not in a rush to get off the phone because their shift has ended. Where most call centers have 80% occupancy, Zappos prefers to keep their call centers overstuffed and run at 60-70% occupancy. More customer support reps also enable more personal conversations and less focus on call duration. 

Training and empowerment

The Zappos customer service team, called the Customer Loyalty Team, is trained for six weeks before they actually start handling customer issues. At the end of this training period, they offer employees a month’s salary to quit, if they feel they won’t be able to live up to Zappos’ values on customer service.

The lengthy training period does not equal excessive control over how employees deal with customers. In fact, employees have full freedom to accept special-case returns, offer refunds, and pay for damages.

Thanks to the lack of red tape around customer support, employees often deliver “Wow” moments to customers such as upgrading shipping to get shoes delivered for an occasion, sending a care package to a soldier in Afghanistan, and gifting Get Well Soon flowers to a customer’s ailing mother. 

While on the face of it, Zappos’ customer service policies seem to cost them dear, they also help Zappos earn a loyal customer base in return. For any business, happy customers can only be a good thing. 

Recommended Read: 12 Brilliant Customer Service Training Games

Bonus Tips To Inspire Lifelong Customer Loyalty

Check out these 4 bonus tips that you can implement when providing customer support, to inspire your customers to stick around for the long run. 

1. Empower your employees as much as your customers

A top-notch customer service environment is just as much about empowering your employees as your customers. Exceptional customer service on the front end of your business is only viable when there’s a great work environment backstage – happy employees create happy customers.

Treating employees exceptionally well can bring about a significant return on investment. A news report by Gallup shows that brands that promote employee empowerment are 21% more profitable than those that don’t. 

So, try to incentivize a customer-first mindset amongst your customer service reps and employees and empower them to practice it. 

Here's an example from a telecommunications provider, O2, that shows how one of their employees worked longer than expected to resolve a customer problem.

The critical takeaway? Employee experience determines customer experience in many cases. Ensure to empower employees to go the extra mile.

2. Stand out from the crowd

If your business does something unique, it’s not too long before your competitors copy it.

Other businesses can replicate, lower your prices, or offer a discount, but providing excellent customer service is difficult to replicate.

Stand out from the crowd by caring about your customers. Empathize and be genuine in your concerns.

Look for ways to make customer interactions just a little bit better. Small gestures, such as walking customers to the door or finding a chair for someone in poor health, show that you care and goes a long way in improving their in-store experience.

Royal Mail recently stood out from the crowd by providing quality customer service to customers (and their families.) 

It’s a beautiful act of kindness.

This wasn’t a ploy to garner attention on social media.

It was genuine. And it helped Royal Mail stand out!

4. Provide quick responses

Customer service response times are getting slower.

Almost 53% of customers want their queries resolved within a day. Yet 3 out of 4 customers get frustrated by long waiting times and having to repeat questions multiple times – as noted in our exclusive report, ‘The State of Customer Support.’

Make customer satisfaction a priority and improve customer engagement. The key to successful customer service is acting on customer feedback as swiftly as possible. Customers with poor customer service want issues resolved quickly, ideally in one swift transaction.

Check out this great example about AutoZone. A negative customer experience was addressed as quickly as possible. 

Speed is a competitive strategy that separates you from competitors when offering excellent customer service. 

6. Admit when you’ve made a mistake

We all make mistakes.

The good news is that 74% of people are willing to forgive a company for its mistake. Although admitting an error can affect your ego, it is an essential customer service skill that can help strengthen customer relationships.

Customers’ expectations are rising , and they prefer brand interactions to feel authentic and personal. Admitting that you have made a mistake and saying “sorry,” for example, can build trust.

Customer service example - Handwritten apology note by Chewy

They made a small mistake, fixed it, and sent a letter of apology. 

And in JR’s own words – he’s now a customer for life.

Encourage your customer service agents to recognize and respond to not just the good but also the bad experiences. Taking responsibility is the bottom line to driving loyalty.

Wrapping up: Great customer experiences are not a matter of chance

When customer service is baked into a company’s fundamental culture, great customer experience becomes the rule, not the exception. 

Just as honesty, accountability, and openness take time to foster, customer-centricity is nurtured over time too. As with any lasting transformation, small, incremental changes make all the difference. 

There are a few common themes running across companies with stellar customer service: hiring for great customer service, providing both flexibility and autonomy, and empowering teams to go the extra mile. 

To take these from theory to practice, company leadership must ask the right questions while hiring new employees, emphasize customer experience during training and onboarding, celebrate exceptional customer service, and most importantly, lead by example. 

Deliver stellar customer support right from Gmail

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The Ultimate Guide to an Awesome Customer Service Strategy

customer service strategy case study

With more and more brands for potential customers to choose from every day, how can you make sure you stand out from the crowd? A well-thought-out customer service strategy may well be the answer. 

The quality of service you provide can mean the difference between a customer becoming a brand advocate or leaving unhappy to take their business elsewhere. 

To help you to reap the rewards of customer loyalty and improved business performance, we’ve put together this customer service strategy guide.

What is a customer service strategy?

A customer service strategy is a plan of action to deliver the standard of customer care you strive for, including the process and methods used to achieve that level of customer support.

An effective customer service strategy plan focuses on customer happiness and includes specific steps for dealing with customer interactions throughout the customer journey.

The best customer service strategies start with understanding what customers want, need, and expect from your business and then ensure all service and support initiatives, as well as the interactions themselves, align with that.

The benefits of adopting a customer service management strategy

Customer service is an integral part of a broader customer experience approach and strategy . And it needs to be, because 82 percent of consumers are willing to abandon a brand after a negative or rude support experience. 

The good news is that when you do implement successful customer service strategies, they come with a wealth of benefits for your business and your customers. Here are the most prominent.

Consistent customer experiences

Clearly established guidelines for how your support team deals with customer interactions, as well as measurable benchmarks to track the effectiveness of your customer support strategies, help ensure consistent service across the whole customer journey — regardless of the channels or team members involved.

Increased customer satisfaction

When agents have a customer support strategy to refer to and concrete processes to follow, they can solve customer issues faster without having to reinvent the wheel each time. 

And that’s crucial, because efficient service is a prerequisite to satisfaction when it comes to customer support — 27 percent of customers point to lack of effectiveness, with an additional 13 percent citing lack of speed, as the most common cause of customer service frustration.

Enhanced customer loyalty

Developing practical strategies to improve customer service quality leads to increased engagement and higher levels of trust in your brand. In turn, that means more customers who are happy using your product or service and a loyal customer following. 

In time, these loyal customers may even become brand advocates — 59 percent of which are willing to refer a brand to their friends and family, driving up your revenue.

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customer service strategy case study

How to create a customer service strategy

Every business’ customer base and needs are different. So, there’s no single customer service strategy template that works for every brand. But, there are common elements of customer service strategy that will increase your chances of achieving success. 

Here, we’ll explore some of those key factors along with customer service strategy examples.

1. Define your vision for customer service

Your vision is an overarching principle that sets the tone for the experiences your customers have with your brand and the lasting impressions you want these interactions to create. Company leaders put this together based on the organization’s goals, values, and mission. It’s usually expressed in the form of a statement for the sake of clarity.

For L. L. Bean, the outdoor clothing and retail company, this means to “Sell good merchandise at a reasonable profit, treat your customers like human beings and they will always come back for more.”

2. Promote a customer-centric company culture

Quality customer service means putting customer expectations and needs at the heart of everything you do. 

From the top-down, every employee should understand your customer support goals and how they can contribute towards them.

Shep Hyken, customer service and experience expert and Chief Amazement Officer at Shepard Presentations, says, “A brand is defined by the customer’s experience. The experience is delivered by the employees.”

Unifying under the same vision is an important factor in this, helping remove silos and encouraging the kind of cross-department communication and collaboration required to achieve better customer service and support.

To reinforce a customer-focused mindset across your organization, make use of rewards, incentives, and recognition for employees who embody customer-first principles in their work. For example, you can give these employees bonuses or shout-outs through company-wide email or social media.

3. Create a customer journey map

Successful customer service improvement strategies hinge on a deep understanding of your customer journey. The best way to achieve that is by creating a customer journey map that outlines all the interactions and touchpoints your customers will encounter. 

You can start with a general customer journey map template and add details from stakeholder interviews, customer feedback, data, and first-hand purchasing experiences to fill in the specific customer touchpoints, emotions, and points of friction.

With this holistic view of the customer journey in place, you can identify processes to simplify, opportunities for automation , or pain points to address for improved customer engagement .

As an example, if this exercise shows that customers are constantly having the same product issue after purchase, you can proactively reach out to new customers with a solution before they even contact you.

4. Set measurable customer service goals

To make sure your service strategy hits the right marks, you want to set objectives that allow you to track progress. This way, you can see where and how to adjust and optimize your approach.

Some metrics you can use include:

  • Customer satisfaction score (CSAT). CSAT can gauge how your customers feel at multiple points in their journey and help you pinpoint where any issues are occurring. It can be particularly useful after customer support interactions. Use a customer satisfaction survey to gather this type of data.
  • Net promoter score (NPS). NPS asks customers to rate the likeliness of recommending your company to a friend, effectively measuring customer loyalty. This can alert you to emerging trends in customer sentiment.
  • Customer effort score (CES). CES gives you insight into the customer experience by measuring the difficulty level of using your product or service.

If you want to improve your customer service strategy using these metrics, set specific goals to improve by a certain amount each quarter and regularly check to see if you’re on track to meet those goals. 

5. Build your customer service team

A high-performing customer support team starts with hiring the right team members. 

So, when hiring, make sure to look for the appropriate skills and personality that will help deliver positive customer service interactions . 

Proper onboarding and training are also extremely important. The idea is to prepare team members to successfully meet the everyday challenges they will face in customer service and support exchanges. It’s also crucial the team understands your standards and processes, how they fit into the organization’s bigger picture, and the customer expectations they need to meet. 

Developing your team is a continual process and will require managing their performance, providing feedback, and honing skills to support their success over time. 

For instance, you can hold quarterly training to review the team’s progress, trends in customer support, common issues to troubleshoot, and approach and process updates. Activities such as role play scenarios can also be used to sharpen their communication skills.

6. Use the right tools

Today, there are plenty of tools out there offering the kind of features and capabilities that make streamlined customer support more achievable than ever. 

Live chat offers ready service with support agents at the click of a button. And in other support situations that require more of a visual or interactive element, video chat and cobrowsing can make for easier communication and faster resolutions. 

Sometimes, though, customers want to be able to find their own answers. This is where self-service customer support comes in. One increasingly popular method is through the use of chatbots to provide automated customer support for common issues around the clock. But you can offer self-service through a number of other channels too, such as help centers, knowledge bases, FAQs and how-to videos and tutorials. 

The biggest gain comes from bringing all this functionality together in a single platform. That way you can manage all your requests, automate workflows, and collect insights through feedback and analytics in one centralized space. 

Unifying your interactions and customer data in this way gives agents context — including customer history, preferences, and previous interactions — meaning all interactions can be stitched together into one continuous omnichannel conversational experience.

7. Empower your customer service agents

Giving your customer support team scope to take action based on their reading of a situation can really help personalize customer service. To facilitate this, set up policies and processes that increase agency and accountability. For example, agents could be given the power to offer bespoke solutions, such as discounts and bonus offers, or granted flexibility with returns and exchanges. 

Simplifying the approval processes agents have to go through to address customer issues may also help smoothen things. So, when a customer calls about a product or service complaint, reps can issue them a refund and a discount on their next purchase on the spot. 

8. Take advantage of feedback

Customer feedback is an invaluable source of information for improving your business, products, and services. There are a number of different places you can turn to — comments and suggestions from surveys, polls, as well as other places like social media and review websites, for example. 

Another source of feedback that is sometimes overlooked is your own customer service team. They’re perfectly placed to see any potential issues and areas to improve — they spend their whole time on the front line communicating with customers, after all.

Once you’ve gathered this information, use it to identify where you can refine your customer service strategy. And make sure to communicate feedback to your team as well — especially when it’s positive. 

Feedback is also a great opportunity to nurture customer relationships. Thank your customers for positive feedback and propose solutions to address any negative comments. In doing so, current and potential customers can see that you truly value them. This type of engagement, particularly on social media, has become a growing trend in customer service .

Customer service strategy is a marathon, not a sprint

When putting together your service strategy, it’s important you take into account the long term.

And that’s because, with time, your business and customers’ needs and expectations will naturally evolve, so your approach to customer support will have to as well. 

Whatever those changes may bring, though, there’s one thing that should always remain the same — keeping customers front and center of everything you do.

Related Articles

Complete Guide To Creating A Winning Customer Service Strategy

customer service strategy cover image

A customer service strategy is a set of steps a company takes to offer help to its clients. This includes anything from answering the initial questions to resolving issues with your product. As such, it’s a crucial aspect of increasing customer satisfaction and building a positive reputation for your brand.

In short, for any business to succeed, having top-notch customer service is a must.

So, you must be wondering—

How to develop a successful customer service strategy that will not only help you gain new customers, but maintain the loyalty of old ones? 

Read on to find out.

In this article, you will find eight best practices to improve your customer service strategy:

  • Identify a customer journey
  • Focus on building a dedicated team of employees
  • Install live chat software
  • Make use of chatbots
  • Ask customers for feedback
  • Know your key performance indicators (KPIs)
  • Personalize customer experience
  • Offer top-notch customer service across all online channels

Discover how Suitor leveled up the customer service strategy

Check out these articles to learn more about how to improve the experience of your clients:

  • What Is Customer Experience? [Definition & How to Improve]
  • 7 Types of Customer Service [How to Choose the Best One]
  • What Is Proactive Customer Service? [6 Best Examples]

So, we’ve established that the main goal of a good customer service strategy is to offer top-level support to its customers. In turn, it can help you increase customer satisfaction, improve loyalty, and ultimately, boost sales.

But, let’s be realistic—

Even the most reputable brands tend to run into horrible customer experiences from time to time. And this can result in some dissatisfied customers on your hands. 

Sometimes, you just can’t help it. After all, we’re human and bad customer service can happen even to the most dedicated agents.

Still, having a strategy that works can help you learn from bad scenarios to not repeat the same mistakes in the future. Moreover, it can help you figure out how to handle difficult customer interactions, learn how to have challenging situations work to your advantage, and keep the damage to a minimum.

Having said all that, let’s analyze the importance of having a well-optimized customer service strategy in more detail. 

The importance of an effective customer service strategy 

Now you know that customer service is important as it can help you gain a loyal customer base and boost client satisfaction. 

Here are some research-based customer service strategy statistics that show its significance:

customer service strategy main infographic

  • According to Salesforce , a whopping 91% of customers will make a repeat purchase if they receive good customer service.
  • Around 60% of customers claim they will become returning consumers if a brand provides a personalized shopping experience.
  • Gladly Customer Expectations Report indicates that 62% of customers will recommend a brand to their friends if provided with stellar customer service.
  • About 87% of US consumers want to receive proactive customer service.
  • Studies indicate that 40% of clients prefer companies to quickly take care of their needs.
  • As many as 84% of companies that strive to improve their customer experience see a boost in revenue.
  • Last but not least, a study by Walker claims 86% of shoppers will more likely buy your products if they had a positive experience with your customer support team.

It’s easy to see from all these statistics that creating a strategy meant to take care of your clients in an efficient, proactive, and personalized manner is a must. 

Read more: Check out more insightful customer service statistics and stay up to date on the latest trends.

Now—straight to the part you came here for.

How to build your own customer support strategy?

Creating a customer service strategy in eight steps

Okay, here’s what’s clear so far—customers want a fast, proactive, and personalized customer service experience. 

And to achieve all that, you need to implement a solid service strategy. Nothing more, nothing less.

Here are eight steps to improve customer service.

1. Identify a customer journey

To build a customer service management strategy that works, you have to learn how a shopper interacts with your brand first. This means analyzing all the touchpoints of their entire journey from the moment they stumble across your site all the way through their repeated purchases. 

Let’s say that a customer enters your website and asks about the pricing information. And after the interaction with your customer service team, they flee instead of checking out. 

Not a good scenario, right?

This is an example of a negative customer journey. By analyzing it using a customer journey map , you can identify the specific bumps along the way that influenced the customer’s decision not to buy a particular product.

Inspecting the problems shoppers ran into can help you learn how to address their issues better and predict customer needs. 

By doing that, you’ll be one step closer to improving your services and motivating visitors to buy your products. This will help you reduce churn and boost customer loyalty in the process.

customer journey roadmap image

To be able to create a customer journey map, you should also investigate the following:

  • How often do your customers contact you?
  • Which channels do they use?
  • Do customers who most often abandon their cart contact you beforehand, or do they not contact you at all?
  • What are some of the questions your customers ask most often?
  • Does the speed at which you reply (i.e. in real-time or with delay) to them seem to affect their buying/cart abandonment decision?

By analyzing these questions, you will provide additional context to your customer service team and be able to better define customer touchpoints. In the end, you’ll be that much closer to creating a strategy for strong customer service that works.

Read more:  Check how fast your team is at replying to customers by taking this  speed typing test .

2. Focus on building a dedicated team of employees

Let’s begin by saying that having quality people on your team with a customer-centric mindset is crucial. 

What does this mean?

First and foremost, you need to have people that possess key customer service skills . These include the ability to focus on shoppers’ happiness and address their needs with patience and care. 

Moreover, your support team members should be able to put themselves in their clients’ shoes. Having empathy and really understanding customer complaints , questions, and concerns can go a long way when it comes to winning over their trust and forming a lasting relationship with customers . 

Imagine the scenario of having a frustrated or angry customer because something went wrong with their shipping. They write to your customer support about it, but your support agent doesn’t have the patience or empathy needed to handle such a customer. So, they’re either responding to their messages in a cold or unprofessional manner, or they’re taking too much time to respond. 

The end result—the customer ends up being completely dissatisfied and never attempts to buy from your brand again.

Believe us—your clients will know when the customer service reps care. And they will appreciate you and your brand all the more for it.

on website chat example

Here are some of the things you should consider when it comes to building a team of individuals with a customer-first approach:

  • Make sure that your employees correspond with your working culture and values

If they do, they are more likely to enjoy working for you. In turn, they will be more willing to put up with even the most dissatisfied customers. Plus, they will understand and represent your company’s vision better. This can result in gaining more clients that resonate with your brand and with what you offer.

  • Make sure that people on your team have empathy

We’ve already mentioned empathy earlier, and we can’t stress its importance enough. If your customer support agents don’t have compassion for your customers’ concerns, they won’t be able to understand how they feel. This creates a risk of clients becoming dissatisfied with your brand because they didn’t receive the needed support.

It's important to be genuine and sincere when responding to customers. If they have anything negative to say, let the customer know that you're sorry for their experience and that you want to help make things right. Try assisting them without being defensive. Be willing to listen to their concerns and then take action to address them. Przemek Szustak Product Manager at Tidio
  • Make sure your team members truly want to help people out

Having employees who are natural people-helpers can be crucial for maintaining customer satisfaction . If they genuinely want to go the extra mile while assisting people in trouble and guiding them along the way, customers will only feel more valued and appreciated in the process.

Read more: Learn all about customer care and how it can contribute to retaining more clients. 

3. Install live chat software 

To get the most out of your customer support strategy, you should also look into adding live chat button to your site. 

live chat window on page overview

But, you may wonder—is installing live chat on your site really worth it? 

Say that you have a product that includes different pricing plans. There may be various features and plan combinations available. So, a customer might need some assistance to figure it all out. Plus, they may appreciate receiving some additional info while deciding the option that works the best for them.

conversation with a visitor example

This is where having a live chat widget installed on your site could come quite in handy. By contacting your customer support directly via live chat, your clients will be able to find out the right information quickly and easily.

Not only is live chat one of the most popular types of customer service software out there, but it’s also the most efficient one of all. In fact, our own live chat statistics show that 87% of customers see their live chat conversations as positive. Plus, 41% of consumers prefer live chat support over any other channel.

This shows that the use of live chat is one of the best customer service strategy examples. 

Also, most live chat software solutions available on the market are relatively easy to install. By using this type of software to communicate with customers , you will help both your front line agents and your shoppers. That’s because your reps will handle all conversations from a single panel, and your clients will receive support quicker than through any other channel.

For example, some live chat solutions come with practical features like a live visitors list . With this type of functionality, you can keep track of all new and returning visitors currently browsing your site. Then, you can use this data to send them tailored messages at the right time.

Read more: Learn all you need to know about what live chat is and find out how to add live chat to your website quickly and easily.

4. Use chatbots

When it comes to building a great customer service strategy, it only makes sense to mention chatbots as well. 

Simply put, chatbots are programs that can recognize user intent and simulate conversations with clients. By adding a chatbot to your site , you will be able to automatically answer people’s questions, assist them while they make an order, ask them to sign up for a mailing list, offer them discounts, and much more. 

Chatbots are great as they can help take some significant load off your agents’ shoulders and allow them to focus on more complex queries. In turn, you will be able to increase customer satisfaction , generate more leads, reduce cart abandonment , and ultimately, boost sales.

how to use chatbot example

There are many providers on the market that can help you create your first bots with extensive features built in. For example, Tidio offers chat triggers , actions, and conditions you can easily set to reach the right customers at the right moment. 

Say that a first-time visitor is browsing through your product page. You can set a trigger that sends an automated welcome message after five seconds.

The message can go something like this:

Hi there and welcome to our site! Do you need any help or more info about our products or the pricing?

If a visitor wants to learn more about what you have to offer, they will surely appreciate the proactive chat approach. Even if the visitor doesn’t need assistance, bots can help to enhance their shopping experience and improve customer engagement.

You can also employ chatbots to automate your customer service when your operators are too busy or unavailable.

We could sit here all day and talk about the benefits chatbots can bring to your customer service strategy. But maybe you should look into one of the best chatbot software solutions yourself  and see if this strategy works for your business.

Read more: Find out more about the core differences between chatbot and live chat and the ways each solution can benefit your business. Also, check out our knowledge base to learn more about the Tidio chatbot trigger technology.

5. Ask your customers for feedback 

One of the best ways you can improve your customer strategy is to ask the customers for feedback . By doing so, not only will you get all the necessary insights for improving the way you handle customer service and do business in general, but you will also show your shoppers that you value their opinion. And this is a proven recipe for improving their loyalty in the long run.

There are many valuable things you can learn by asking your customers for feedback from time to time. 

For example, you can find out that your customers are confused about the way your shipping works, or that they are struggling with the pricing info. Then, you can work on improving all the information you have presented on your dedicated website page, or simply add a FAQ page that covers their questions.

Or, your customers may share that they prefer to receive support through some other means, like via a phone call or by chatting through WhatsApp, for example.

But how to ask for feedback to get the best results?

According to research by Survey Monkey , 85% of customers are willing to give their feedback to companies whose products they buy. Around 75% of consumers are most likely to respond to post-purchase surveys, while 58% are willing to give feedback using chat support tools.

There are multiple ways in which you can ask for customer feedback. But, the best time to do it is right after providing customer service. You can easily automate the process with the help of the above-mentioned chatbots, for example. 

You can also use your live chat software to insert surveys and feedback forms, or even ask for a simple rating of your services.

asking for customers for feedback example

Alternatively, you can also send feedback emails or use the power of social media by creating a dedicated post where users can vote, comment, and share their ideas.

Remember— feedback is the foundation you can use to improve each segment of your business. So, don’t forget to implement it into your customer support strategy and then be ready to make those data-driven decisions .

Read more: Learn all about customer satisfaction surveys and their importance. Also, discover how you can automatically collect feedback with Tidio chatbots .

6. Know your key performance indicators (KPIs)

Speaking of data-driven decisions —you need to know which data to investigate to get the most out of your customer service strategy.

But how to decide which data matters and which doesn’t?

Figuring this out depends on the type of customer service you’re offering. For example, some customer service metrics you can use may vary depending on whether your clients can reach you via phone, social media, or your website.

So, to help you decide which data is important for your own customer service strategy, we’re going to list some core key performance indicators (KPIs) you should investigate. Take a look at each one and go for those that seem relevant for your field:

  • Customer satisfaction score (CSAT)

CSAT is great for figuring out the so-called pain points of your client’s journey and measuring general customer happiness. Using the above-mentioned survey or sending a simple message with a rating option after the customer interaction can help you collect this type of data. If you ask us, any type of customer service could benefit from this type of metric.

  • Net promoter score (NPS)

You can use NPS to measure customer loyalty by asking a simple question—

“Would you recommend our product/service to a friend?”

Measuring this metric can help you get a better understanding of how much your customers value your products and your brand to be willing to recommend them by word-of-mouth.

  •  Customer effort score (CES)

This kind of metric can help you figure out the experience your customers have with your products or services. You can simply put up a survey asking customers how difficult it was to use your product or service.

  •  First response time

This metric will help you calculate the time your customers are on hold.

According to Klipfolio, most users expect to receive a response in less than 24hrs when it comes to a ticketing system. The time for live chat is less than 1.5 minutes, while 3 minutes is regarded as acceptable for phone interactions.

  • Average resolution time

This metric is pretty self-explanatory— it represents the average time needed to resolve a customer issue. To calculate the average resolution time, just take the total time needed for all resolutions. Then, divide the number you got by the total amount of requests that were resolved.

  •  First call/contact resolution rate (FCR)

FCR helps you measure the number of times customers have to reach out to you to get their problem solved. It can be calculated by taking the number of cases resolved on first contact and dividing it by the total amount of cases. Then, multiply it by 100.

The customer service standards for a good FCR are considered to be around 70%. 

Here is a visualized example of a good contact resolution rate:

first contact resolution rate

In no particular order, here are a few other useful KPIs you could look into:

  • Active issues
  • Resolved issues
  • Average abandonment rate
  • Customer retention rate

Before trying out any of these metrics, you first need to figure out which ones you can benefit from the most. Then, try measuring them each month or each quarter. 

By doing so, you could find many valuable insights. For example, you may discover that your average resolution time is good, but that your customer satisfaction score is still lower than you’d like it to be. 

If you continue to actively track these or any other metrics that seem to be most vital for your business, you will become more aware of what you can improve on. 

Then, you will be much closer to pinpointing the solutions and creating a better customer service strategy in the long run.

Read more: Learn all you need to know about building an excellent customer experience strategy .

7. Personalize customer experience

The purpose of customer service doesn’t stop at helping your clients in need. This is also an excellent opportunity to build and maintain customer relationships. 

To truly create an outstanding experience your customers will appreciate, it’s important to make that experience as personalized as possible. 

Did you know…

Over 54% of consumers say they expect all their experiences with customer service to be personalized.

In other words, people are more inclined to trust a brand that uses a personalized touch when interacting with customers. 

This can be as simple as mentioning their name if they’re on your list of loyal, returning consumers. But you can also give them special discounts and limited-time offers, recommend products according to their shopping history, etc.

example of chatbot personalization

Luckily, most customer service software solutions give you access to complete customer interaction history. You can use that knowledge to your advantage when interacting with a returning customer. This can help you make their entire experience as tailored and genuine as possible.

Read more: Learn easy steps to measure your customer satisfaction score.

8. Offer top-notch customer service across all online channels

One of the most important aspects of a good customer service strategy is the ability to be readily available to your customers. Basically, this entails being able to assist clients across every channel related to your brand.

If they need support, your customers will want to get in touch with you as soon as possible. And your mission should be to make this process easy for them. 

First and foremost, make sure you have customer service available on your website via popular customer service tools, like live chat. We also recommend providing omnichannel customer service on multiple platforms, like social media, phone, and your website, and integrating them all together.

satisfaction by channel graph

That being said, if most of your customers seem to prefer communicating on one specific channel, then you should focus your resources and agents on that channel. 

Say that your clients prefer to use a customer phone service to communicate with you. Then you should make sure your call center agents are available to your customers 24/7. You can also include a pre-recorded message in case your phone operators are too busy or unavailable, letting them know that the first available operator will be able to assist them.

In short, it’s important to always be easily accessible to consumers in some way across all your channels. This is bound to make them appreciate your efforts and your brand as a whole. 

Customer service strategy: bottom line

Having a well-built customer service strategy can only increase your customer satisfaction and bring loyal, returning clients your way. These types of clients are more likely to offer your products to their friends and loved ones. Therefore, you can expect to see an increase in sales and a boost in brand recognition, too.

So, let’s do a quick recap—

These are the initiatives you should take to make the most out of your customer strategies:

  • Map out your customer journey
  • Hire a dedicated and caring customer support team
  • Install a live chat on your site
  • Make good use of chatbots, too
  • Determine your KPIs
  • Personalize customer experiences
  • Have customer service available across all platforms

Try implementing a few of these strategic customer service tips, and your efforts are bound to pay off.

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Jelisaveta Sapardic

Tidio’s Content Writer with a passion for languages. As an avid learner interested in all things tech, Jelisaveta always strives to share her knowledge with others and help people and businesses reach their goals.

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Never Leave Your Customer Without an Answer

Enhancing the customer experience through customer service is among the most important disciplines for any organization for one simple reason: without customers, organizations would fail overnight. Customer service, sometimes called customer care or customer support, relates to the activities organizations take to ensure their customers’ needs are being met.

While every customer interaction is different, organizations that want to improve customer retention and grow their customer base must create an effective customer service strategy. Doing so requires combining customization with organization-wide rules for how to respond to customer issues, creating the best mix of personalization and scalability.

Why customer service is growing in importance

Customer service is more important than ever. Poor service is the top reason consumers stop purchasing from a company, according to Salesforce’s State of the Connected Customer Report. Organizations agree: the majority of service professionals say customer expectations have increased since before the pandemic.

Today, customers are more likely to switch to different products or cancel a membership than any other time in recent memory. As the pandemic created stock-outs, order cancellations and difficult in-person shopping conditions, it disrupted the normal customer experience and, as a result, customer loyalty slipped.

McKinsey found that 75% of consumers tried new shopping behaviors during the pandemic, and 39% chose new brands over their existing favorites. The trend was even more pronounced among Gen Z and millennials, evidence that addressing customer needs will only grow in importance.

While customers are still enticed by many factors, such as product pricing, availability and convenience, they also want organizations to understand their pain points and provide a simple way for them to directly communicate and receive answers about their goods and services. About 70% of customers report making purchase decisions based on the quality of their customer service experience,  according to Zendesk .

As such, leading organizations are obsessive about providing an excellent customer experience. They must cater to their customers’ needs, be ready to address any issues that arise instantaneously and do everything possible to meet customers’ expectations.

The difference between great customer service, good customer service and poor customer service can mean the difference between keeping customers and losing them to a competitor.

Six tips to ensure a successful customer service strategy

1. make customer-centricity a core component of your strategy.

Customers today are more conscious of the values of and delivered by the organizations from which they buy goods and services. They also know it has never been easier to switch solutions or products if they’re not getting what they want from those organizations. In short, organizations should do everything possible to attract and retain loyal customers. While estimates vary by industry, it is well documented that it costs significantly more to recruit a new customer than to retain existing ones.

An organization’s customer service vision can set the tone for the employees to understand how important their role is in the delivery of excellent customer service.

As such, organizations must be more mindful of every potential touch point on the customer journey as an opportunity to reinforce value and ensure customers are happy with the experience. Organizations should surprise and delight existing, high-value customers by asking how they can provide more value. Some examples of how they can do this include providing limited edition or exclusive offerings or otherwise surprising and delighting those customers when possible. Making customers happy upfront will lessen the impact should something go wrong in the future.

2. Embrace technology

While human representatives remain a critical component of any customer service strategy, technological advancements like artificial intelligence (AI) can help organizations serve more customers more effectively. AI can provide automated chat support, live script recommendations for representatives on phone calls with customers, predictive issue resolution, and other enhancements that help customer service reps do their jobs quicker and more effectively.

3. Ensure customer service is an omnichannel offering 

It is more complicated to manage customer support today than at any time in the past. Long gone are the days when customers would try to reach organizations individually through the two dominant channels of the time—a customer service phone line or by writing a letter. Organizations often deploy a customer support strategy where all customer service issues go to one help desk. There, those issues can be routed to available reps that can address the issue based on their expertise or availability.

Now, customers have a variety of channels to receive and send communications, such as text-based social media, online videos, chat rooms, help forums and chatbots .

As such, front-line customer service teams must be adept at addressing real-time customer issues wherever they are raised. These teams must understand that other customers can easily see whether an organization is responding to its customers’ questions and know exactly what those organizations are saying.

The modern customer service approach means many organizations must invest in talent development initiatives to prepare customer service reps for the future.

For example, customer service now takes place in an omnichannel environment where they may need to triage conversations occurring on multiple channels. Organizations can improve the time-to-response by deploying chatbots to understand a customer’s general requests.

While this automation strategy saves costs, an organization must be quick to switch to a human operator in the customer support team if the chatbot cannot successfully solve that customer’s issue. Maintaining a high level of customer service standards is incredibly important.

Complicating these requests is that they’re being seen by thousands if not millions of people, further creating additional customer service issues through word-of-mouth conversations. For example, a customer complaining about a product immediately failing to work just days after purchase will discourage some potential customers who read that message from buying the same product. Of course, this can cut both ways. Customers who discuss a positive experience they had with a brand could help that organization recruit new customers.

4. Create a comprehensive self-service knowledge base

While many customers may prefer speaking directly with a representative, others are more than happy to research a solution to their issue and solve it themselves. Organizations therefore should invest in educational resources like frequently asked questions (FAQs) and larger informational databases to provide a wealth of information to those who prefer finding the answer on their own. This approach increases the utility of solutions for a percentage of customers and alleviates some bottom-line costs because it does not require customer support reps to hold costly one-to-one conversations. It also frees up the other support agents to deal directly with more customers who prefer having a representative walk them through solutions.

5. Track customer information

Customer relationship management (CRM) systems are a great way to know more about existing and new customers. CRMs are incredibly important for customer service operations to know if and when a customer had an issue, whether it was resolved and any necessary follow-up steps that may arise. It can also determine if certain types of customers are buying more of or less of the products than in the past, allowing the organization to effectively deploy the right resources to maximize value. However, organizations must protect this customer data at all costs, as there are legal and reputational obligations for safeguarding customer information.

6. Identify and track SMART Goals

No customer service strategy is complete without metrics, KPIs and continuous measurement. Organizations must have the right key performance indicators (KPIs) for customer satisfaction and must track them regularly. 

Organizations must ensure they have well-defined and achievable customer service goals. A great way to do so is to use the SMART (specific, measurable and achievable in a reasonable time frame) framework that ensures goals have concrete targets and the organization can easily assess whether they succeeded or not.

For instance, it is nearly impossible to ensure 100% perfect customer happiness. And it is also unlikely that every customer who raises an issue with a customer service agent will go away from the encounter completely satisfied. They must first benchmark how the organization is doing in these key areas, set specific targets for improvement and track progress.

While every organization will have different benchmarks and therefore, unique goals, here are some metrics they can measure to determine those SMART goals.

  • Improve first response time:  Organizations must track how quickly their customer service team members can identify and respond to a customer service issue.
  • Resolution time:  Unfortunately, only a few customer service issues can be resolved immediately, and some take days,weeks or even longer to resolve. A recent study found almost 60% of executives felt their first contact with customers was poor or less than adequate. As such, organizations should track how long it takes to ensure the customer’s issue has been fixed and that the customer is now satisfied.
  • Customer satisfaction score (CSAT):  To understand the success of any customer service strategy, organizations can create and track customer satisfaction surveys that can help organizations better understand what their customers are thinking and feeling. Doing so ensures an organization knows whether they are excelling at providing customers value or are falling short. Organizations often identify these scores through surveys.
  • Net promoter score (NPS) : This score asks customers how likely they are to recommend a product or service to their network. It is a powerful data point to demonstrate whether the organization is providing so much value that individual customers would go out of their way to tell their friends, family or colleagues how much they enjoy the organization’s solutions.
  • Customer retention rate:  Understanding whether customers continue to buy an organization’s solutions is critical to gauge the overall health of the organization. A high retention rate is a positive indicator of customer satisfaction and loyalty, demonstrating the organization is meeting or exceeding its customers’ expectations.

Take the next step

Organizations must continue to invest in customer service to ensure they retain their existing customers and gain new ones either through referrals or positive word-of-mouth. Providing better customer service than the competition is one way to grow a business and maintain a strong reputation. By following the above guidelines, organizations will thrive in an increasingly competitive marketplace.

It’s no surprise customer service has become the CEO’s number one priority for generative AI investment, according to the IBV CEO Guide to Generative AI for Customer Service . The goal of helping organizations meet the dual challenges of rising customer demands and operational costs is perfectly suited for AI.

IBM has been helping enterprises apply trusted AI in this space for more than a decade, and generative AI has further potential to significantly transform customer and field service with the ability to understand complex inquiries and generate more human-like, conversational responses. IBM Consulting offers end-to-end consulting capabilities in experience design and service, data and AI transformation. Using IBM watsonx™ , IBM’s enterprise-ready AI and data platform, and watsonx™ Assistant , IBM’s market-leading conversational AI solution, we partner with you through the AI value creation process to enhance conversational AI, improve the agent experience and optimize call center operations and data.

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Your guide to creating customer case studies (+ some show-stopping examples).

Picture of

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do customer case studies showcase the types of pain points that a product or service can address, but they also highlight the results and successes real-life users have seen.

To put it simply, a customer case study is a real-life, detailed story that spotlights a customer’s opinions and achievements based upon the usage of a product or service. 

customer service strategy case study

Typically, customer case studies follow this format:

  • Introduction: Setting the stage with situational context 
  • Challenge: Evaluating the problem at hand
  • Solution: Providing an overview of how the product or service was used
  • Benefits: Highlighting the key advantages
  • Results: Recapping the aftereffect once the product or service was implemented

Similar to how competitive comparison landing pages provide trust and credibility for a brand through real-life recommendations, customer case studies deliver the same effect. These studies are people-focused, factual, and stray away from the promotional lingo that prospective customers have seen time and time again during their product search. After all, what prospect wouldn’t want some insight on the successes users have seen thus far? 

Now that you have a better understanding of what a customer case study is, let’s dive into why they are important from a competitive standpoint and explore some tips on how to incorporate them into your marketing strategy.  

The importance of customer case studies 

Competition is heating up more quickly than ever before and is not expected to cool off anytime soon. Our 2021 State of Competitive Intelligence Report found that 53% of businesses say that the majority of their deals are competitive–an 8% increase from last year. 

Sales teams need the help of marketers more than ever before to combat the growing number of industry rivals. To be successful in prospective calls, in particular, they need to be equipped with loads of marketing collateral, battlecards to guide them through objection-handling, and more. Customer case studies may be that piece of collateral they didn’t realize was missing from their stack to help seal the deal. 

According to Eccolo Media’s 2015 B2B Technology Content Survey Report , customer case studies rank as the fifth most influential content marketing type in the purchase process for both small technology businesses and large enterprises. That’s an impressive ranking when it's being compared to assets such as product brochures, emails, and white papers. In fact, 42% of respondents said that in the last six months of the survey, they had consumed customer case studies as a way to evaluate a technology purchase. 

As I’m sure you can see, there’s no doubt that customer case studies can help you stand out from your competitors. Let’s take a look at some examples that you can model yours after. 

Successful customer case study examples

While some customer case studies come in the written form (typically distributed as a PDF), other organizations opt to turn it into a video–or do a combo of both. 

Check out these examples from Zoom, Hootsuite, and AT&T below:

1. Zoom featuring Groupon

In this example, Zoom opted for a video case study. It opens up with a multimedia services manager at Groupon discussing the company’s pain points and then goes into how Zoom helped solve them. The video is professional, to-the-point, and highlights how Zoom has provided Groupon with a standardized platform that meets the needs of its video-first culture.


As you can see above, Zoom also has an entire web page dedicated to case study videos–all highlighting different industries but with the same end-goal–streamline companies’ telecommunications needs. It’s clear that the page can resonate with a variety of audiences and that’s the key to success.

2. Hootsuite featuring The British Museum


This case study example from Hootsuite is a combination of both text and video. When you first open the page, it provides some context at the top describing who is being spotlighted and why ( The British Museum ). The page then immediately dives into a video. Following that video are the following sections: “What They Did," “How They Did It," and “The Results." This approach appeals to prospects looking for both a quick synopsis (the video) or more in-depth information (the written portion).


Looking at the example above, the page ends with some impressive statistics bolded to grab a reader's attention and a quote provided by a member of the customer’s leadership team. Prospects will walk away with a comprehensive understanding of how the platform could benefit them and the types of results customers have achieved.

3. AT&T featuring Birkey's Farm Store


AT&T chose a more traditional route for a customer case study with Birkey’s Farm Store –a PDF format. This format ensures that all of the information is organized, clearly displayed and that the key elements are emphasized. This format allows for a visual representation of data and easy scanning for important details. For those in a time crunch, chances are they’ll prefer this format–just be sure you’re engaging readers through graphics, bolded text, colors, etc. 

Historically, customer case studies were in written form but as technology evolves, videos have come into play, stealing the spotlight. While there is no right or wrong format to use (it truly does depend on a reader’s preference), it is important to note that HubSpot estimated that over 50% of consumers want to see videos from brands more than any other type of content. My vote goes to a combination of both like the Hootsuite example!

5 tips for creating a customer case study

Now that you’ve checked out some examples of what a good customer case study looks like, let’s dive into some tips on how to be successful in creating one. 

1. Determine your target persona(s) upfront

Before putting pen to paper, pinpoint the groups within your target audience that your case study should resonate with. Catering your studies to specific personas will ensure that the right audience is reached and that it is relevant to your readers.

2. Connect with your team

Be sure to connect with your company’s customer success and sales teams to hear what customers they think are best to target. After all, they will have great insight since they are the day-to-day contacts. You’ll want to choose customers with whom you have strong relationships and who, of course, have seen great results based upon implementing your solution. While the case study would be “free advertising” for them, there’s no doubt that they’d be doing you a favor by going out of their way to help you bring this asset to life.

3. Create case study interview questions

Once you’ve got your customer(s) selected for the case study (and they’ve agreed to participate), take some time to draft out universal interview questions. Ideally, these questions can be used in the future and are general enough to translate to all industries that would be spotlighted on your page.

Your customer(s) will also be appreciative of your preparedness. It’s important to make the process as easy as possible for them and coming in prepared with a list, will ensure that your conversation is focused and strategic. After all, your case study needs a beginning, middle, and an end–make sure you gather enough information to put it all together into a full story.

4. Utilize statistics

Although your customer’s “results” won’t be revealed until the end of the case study, don’t shy away from using stats throughout it–in fact, it’s encouraged! Statistics stick out to any viewer and can be helpful for those trying to sway decision-makers. For example, when setting the scene, describe how many employees and locations the customer has and make those numbers stand out. Although it may seem minute, these stats can help readers determine whether their company is similar and the results achieved are comparable.

5. Build out a case study web page 

It’s important to showcase your case studies in a strategic, organized, and easily accessible way (scroll back up to the Zoom example as an example). Create a designated case study hub on your website. When building out this page, it’s important to have a plethora of customer case studies–that way there will always be a case study that a prospect can relate to. Be sure that all types of industries you work with are represented and that your page is broad enough to appeal to the masses.

Incorporate case studies into your marketing plan

Marketing teams are always looking for ways to express the benefits of a product or service authentically and creatively. This type of non-promotional collateral can make a major impact on the number of leads generated and can add a new level of credibility to your brand name. It paints a picture of the types of success a prospect could have and that’s the recipe to success for any deal getting closed.

Not only do customer case studies showcase the value of your product or service, but potential customers are provided with a better sense of how real customers leverage it to excel their business. And as a bonus, it’s free publicity for your customers – that's a win-win in my book! 

If you have any other tips for creating a successful customer case study, let us know in the comments below!

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28 Case Study Examples Every Marketer Should See

Caroline Forsey

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

marketer reviewing case study examples

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

Download Now: 3 Free Case Study Templates

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

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There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

case study template

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

Case study examples: Handled and HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

  • Give the case study a personal touch by focusing on the CEO rather than the company itself.
  • Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Case study examples: IDEO and H&M

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

  • Split up the takeaways of your case studies into bite-sized sections.
  • Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

Case study example from Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

  • Create a table of contents to make your case study easier to navigate.
  • Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

Case study examples: Carol H. Williams and Chevrolet DTU

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

  • If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
  • Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for in a Single Year ," by Fractl

Case study example from Fractl

Fractl uses both text and graphic design in their case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

  • Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
  • Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

Case study example from Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

  • You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
  • Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

Case study example from App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

  • Feature quotes from your client at the beginning and end of the case study.
  • Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Case study examples: Think with Google and HubSpot

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Case studies example: Data focus, Think with Google

Key Learnings from the Think with Google Case Study Example

  • A case study doesn’t need to be long or complex to be powerful.
  • Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Case study example from Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

  • If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
  • Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Case study example from OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

  • Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
  • Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Case study example from Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

  • If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
  • Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

Case study example from HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

  • Close out with a list of products that users can buy after reading the case study.
  • Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Case study example from Amazon AWS

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

  • Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
  • Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

Case study examples: Asana and HackReactor

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

  • Include quotes from your client throughout the case study.
  • Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Case study example from Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

  • Open up with a summary that communicates who your client is and why they reached out to you.
  • Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Case study examples: Evisort and NetApp

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

  • Place the focus immediately on your client by including a snapshot of their company.
  • Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Case study example from Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

  • Don’t be afraid to get technical in your explanation of what you did for your client.
  • Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

Case study example from Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

  • Include your client’s ROI right in the title of the case study.
  • Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

Case study example from Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

  • Consider writing the entirety of the case study from the perspective of the customer.
  • Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

Case study example from CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

  • Include a video in the heading of the case study.
  • Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Case study example from Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

  • You don’t need to write a lot to create a great case study. Keep it simple.
  • Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Case study example from Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

  • Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
  • Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Case study example from Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

  • Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
  • Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Case study example from Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

  • Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
  • Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

Case study example from Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

  • Feel free to keep the case study short.
  • Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

Case study example from Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

  • Highlight the turning point for both you and your client during the solution-seeking process.
  • Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Case study example from Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

  • List the results of your work right at the beginning of the case study.
  • Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Case study example from Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

  • Link to product pages throughout the case study so that readers can learn more about the solution you offer.
  • Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

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15 Real-Life Case Study Examples & Best Practices

15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Real-Life Case Study Examples

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

  • A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
  • Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
  • Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
  • Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

  • Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
  • Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
  • Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
  • Solution: Explain how your product or service specifically addressed your customer's challenges.
  • Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
  • Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
  • Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
  • Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Parts of a Case Study Infographic

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Case Study Examples

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

  • Collaborate on designs , mockups and wireframes with your non-design colleagues
  • Lock down your branding to maintain brand consistency throughout your designs
  • Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

customer service strategy case study

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

Case Study Examples

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Case Study Examples

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

Financial Case Study

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

UX Case Study

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

Case Study Examples

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

Ecommerce One Pager Case Study

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Case Study Examples

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Case Study Examples

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

Fuji Xerox Australia Business Equipment Case Study

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

Case Study Examples

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

Search Marketing Case Study

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

Case Study Examples

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

Satisfied Client Testimonial Ad Square

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Case Study Examples

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

Patagonia Case Study

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Case Study Examples

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Case Study Examples

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Case Study Examples

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

customer service strategy case study

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Case Study Examples

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

  • Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
  • Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
  • Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
  • Craft a compelling headline: Include figures or percentages that draw attention to your case study.
  • Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
  • Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
  • Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

  • Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
  • Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
  • Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
  • Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
  • Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

  • Case studies showcase a specific solution and outcome for specific customer challenges.
  • It attracts potential customers with similar challenges.
  • It builds trust and credibility with potential customers.
  • It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

  • Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
  • It relies heavily on customer cooperation and willingness to share information.
  • It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

  • Illustrative case study.
  • Instrumental case study.
  • Intrinsic case study.
  • Descriptive case study.
  • Explanatory case study.
  • Exploratory case study.
  • Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

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customer service strategy case study

The state of customer care in 2022

Customer care leaders are facing a perfect storm of challenges: call volumes are up, employees are leaving and harder to replace, and digital solutions aren’t yet delivering on their full promise. Add rising customer expectations and decades-high inflation  to the mix, and it’s easy to understand why customer care leaders are feeling the pressure.

About the authors

This article is a collaborative effort by Jeff Berg , Eric Buesing , Paul Hurst, Vivian Lai, and Subhrajyoti Mukhopadhyay, representing views of McKinsey’s Customer Care service line.

The stakes couldn’t be higher as teams try to adapt to a postpandemic era of customer care. Over the past two years, leaders have had to quickly adapt systems and ways of working to accommodate the shift to working from home—up to 85 percent of their workforces, in some cases. Contact center employees are harder to hold onto, and nearly half of customer care managers experienced increased attrition in 2021, leading to performance variability.

Over the past two years, customer care leaders have had to quickly adapt systems and ways of working to accommodate the shift to working from home.

While digital solutions and the shift to self-service channels will solve many of these challenges, they aren’t quite reaching the goal. For most organizations, the vast majority of digital customer contacts require assistance, and only 10 percent of newly built digital platforms are fully scaled or adopted by customers.

Not surprisingly, McKinsey’s 2022 State of Customer Care Survey has found that customer care is now a strategic focus for companies. Respondents say their top three priorities over the next 12 to 24 months will be retaining and developing the best people, driving a simplified customer experience (CX)  while reducing call volumes and costs, and building their digital care and advanced analytics ecosystems.

With challenges on all fronts, the question now confronting leaders is how best to prioritize investment across the people, operations, and technology aspects of their customer care strategies. Knowing where to focus or what to do first isn’t easy, and businesses need to move quickly. Companies that don’t invest in this area face the possibility of further talent attrition, customer dissatisfaction, and even loss of market share.

But customer care is also now a major opportunity for businesses. Done well—through a combination of tech and human touch—it is an area where companies can drive loyalty through a more personalized customer journey while unlocking greater productivity, increased revenue, improved job satisfaction, and real-time customer insights.

This article presents the key findings of the 2022 State of Customer Care Survey and how businesses are shifting priorities at this critical time.

Challenges on all fronts

To uncover the latest trends in customer care, McKinsey surveyed more than 160 industry leaders and experts at the director, senior director, vice president, and C-suite levels to find out how their operations have been affected over the past two years of the COVID-19 pandemic.

Care is at an inflection point

The survey findings indicate that customer care is at an inflection point. Call volumes are higher and more complex than before, while companies find themselves struggling to find talent and train them to proficiency at pace.

As customer care increasingly moves online, the distinction between digital and live interactions has also begun to blur. Organizations are looking for new capabilities that will enhance both the customer and employee experience in “moments that matter”—those interactions that may have previously happened face to face or have significant influence on overall CX.

Compared with results of the 2019 State of Customer Care Survey, customer care leaders are now more focused on improving CX, reducing contact volumes, deploying AI assistance, and increasing revenue generation on service calls (Exhibit 1).

Customer care talent is increasingly scarce

Higher call volumes and more complex calls are challenging existing capacity—61 percent of surveyed care leaders report a growth in total calls, with increased contacts per customer and a growing customer base as the key drivers. And 58 percent of care leaders expect call volumes to increase even further over the next 18 months.

While a growing customer base is a positive sign for business, it puts greater pressure on contact centers that are already under strain. More customers mean increased call numbers, and with more complex calls, customers tend to have to phone contact centers over and over again—further affecting capacity and resulting in a more negative CX overall.

To make matters worse, talent attrition is affecting customer care capacity. Employees are leaving faster than they did before the pandemic—a result of the Great Attrition—and are more difficult to replace. Nearly half of surveyed managers report increased employee attrition over the past 12 months.

The top-cited reason for employees leaving is poaching by competitors—58 percent—alongside employee burnout, employee dissatisfaction, lack of advancement opportunities, and poor work–life balance (Exhibit 2).

Retaining talent could prove vital in the race to maintain capacity. New hires require significant staff training, with 41 percent of surveyed leaders reporting that it takes between three and six months to train a new employee for optimal performance and a further 20 percent saying it takes more than six months.

Uniting self-service and live channels

Many companies have made significant investments in digital care capacity in recent years, though cross-channel integration and migration issues continue to hamper progress. For example, 77 percent of survey respondents report that their organizations have built digital platforms, but only 10 percent report that those platforms are fully scaled and adopted by customers. Only 12 percent of digital platforms are highly integrated, and, for most organizations, only 20 percent of digital contacts are unassisted.

In an increasingly digital first environment, however, customer care is fundamental to how organizations interact with their customers. Leaders in this field are asking, “How do we create a better, more personalized experience through digitally enabled services?”

Businesses are investing in three critical areas

Faced with the challenges of a fast-changing and demanding environment, companies can’t afford to refrain from acting on the customer care storm. Over the past two years, customers have flocked to digital channels because of the pandemic, and organizations have had to race to meet their needs with new channels that support remote and digital transactions.

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In a postpandemic future, this pivot to digital is likely to keep growing. And while many companies believe that they have made significant strides in their customer care transformation journey, a significant number remain at a foundational level—they are improving self-service options and automating common requests but haven’t yet moved far enough along the journey to distinguish from their competitors. Meanwhile, those that have the leading edge are leveraging real-time customer behavior insights and conversational AI to deliver proactive customer outreach.

Customer care leaders say their top three priorities over the next 12 to 24 months are to retain and develop the best people, drive a simplified CX while reducing call volumes and costs, and build out their digital care ecosystems.

Retain and develop the best people

Traditionally, customer care talent has been regarded as cheap, easy to replace, and relatively low skilled. But with call volumes growing and calls becoming more complex to resolve, these employees now require more strategic consideration.

With three out of five surveyed leaders citing attracting, training, and retaining talent as a top priority, businesses are looking at ways to build a better organizational culture. Two of the most effective ways to do this—according to customer care leaders—are to find ways to motivate and build trust with employees and to encourage leaders to listen and act on employee feedback (Exhibit 3).

Shift the interactions

Shifting the workload away from transactional, repetitive calls can address a number of the headaches facing customer care leaders. The move can free up capacity to improve CX while offering more rewarding work to employees.

Companies are looking to shift from a transactional to a solution-oriented interaction during the live, complex calls that matter most to customers. Organizations are also turning to self-service channels and tech to resolve high volumes. And the strategy is working. Nearly two-thirds of those surveyed that decreased their call volumes identified improved self-service as a key driver (Exhibit 4).

Organizations are planning to increase digital interactions one and a half times by 2024. The top three areas identified for investment include tech that improves omnichannel and digital capabilities—for example, chatbots and AI tools—automated manual activities in contact centers, and advanced analytics capabilities.

Despite digital tech taking on more of the burden for customer service interactions, human assistance will likely remain an important driver of overall CX, especially in the moments that matter. Customers want fast, efficient service, but they also want personalized customer care, whatever the channel of engagement.

Develop AI-powered customer care ecosystems

The growing challenges around increasing volumes, rising complexity, and limited talent availability are unlikely to be solved at scale without AI and data analytics. Companies can optimize the entire customer operations footprint by using tech to measure performance, identify opportunities, and deploy value-capturing change management, thus delivering critical operations insights and impact at scale.

For customers, AI-driven tools like predictive analytics can deliver a personalized and proactive experience that resolves issues before customers are even aware that they exist—enhancing CX at every point along the customer journey. Tech can also assist in developing a high-performing workforce by identifying optimal work processes and practices using analytics. Automated coaching can potentially be deployed to every individual, supporting efforts to attract, develop, and retain scarce talent.

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How CEOs can win the new service game

In the AI-powered care ecosystem, around 65 percent of tasks and 50 to 70 percent of contacts are automated, creating a true omnichannel experience that provides a consistent and seamless experience across interactions. In this way, the potential of contact centers could be unlocked to become loyalty-building revenue generators through greater solutioning and sales excellence.

Putting priorities into practice

CX is fast becoming a key competitive area. Companies that don’t prioritize their strategy and digital transformation journeys are likely to face continued customer dissatisfaction, as well as talent attrition—thus threatening their brand and market competitiveness.

Getting customer care right depends on prioritizing and investing across the people, operations, and tech aspects of the customer care strategy. Companies can consider the following key steps as they look to build out their capabilities and invest in their digital care ecosystems:

  • Start by setting out the vision for the customer care organization, capturing what excellence looks like.
  • Conduct a rapid but thorough due-diligence-style assessment of people, processes, and capabilities, looking at the customer care operation in a new light to identify not just incremental changes but a reimagined, large-scale transformation.
  • Path one follows a traditional design approach, which may take longer but prove less risky, as the entire transformation is considered at the outset.
  • Path two involves an interactive and agile design, test, and iterate methodology, which may lead to new solutions quickly.
  • Leverage the full suite of available technologies and analytical approaches that are driving successful outcomes in customer care, including natural language processing (NLP) and AI in frontline operations to match work to workers, together with cognitive AI assistance for resolving simpler customer queries.

Personalized digital interaction nowadays is an expectation rather than a luxury or an added perk, and customer care is the issue at the heart of this digital first environment—companies can’t afford to stumble at this juncture. If done well, however, customer care presents a great opportunity to build loyalty and long-term relationships with customers, creating organizational resilience for the future.

Jeff Berg is a partner in McKinsey’s Southern California office; Eric Buesing is a partner in the Stamford, Connecticut, office; Paul Hurst is a consultant in the Charlotte, North Carolina, office, Vivian Lai is a consultant in the New York office, and Subhrajyoti Mukhopadhyay is an expert in the Chicago office.

The authors wish to thank Karunesh Ahuja and Charles-Michael Berg for their contributions to this article.

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Business case study

Business Case Study: Zappos, A Success Story of Customer Service, Culture & Holocracy

Zappos: a case study in building a successful business, introduction:.

Zappos, an online shoe retailer, has become a household name in the world of e-commerce. Founded in 1999, the company has gone on to achieve great success, attracting attention from business experts and industry leaders alike. This case study will examine Zappos’ journey from its early days to its current status as one of the most successful e-commerce companies in the world.

Market Condition and Opportunities:

When Zappos first entered the market, the e-commerce industry was still in its infancy. Despite this, the company saw a huge opportunity in the online retail sector, particularly for shoes. At the time, most online retailers were still focused on books, music, and electronics. Zappos saw an opportunity to differentiate itself by focusing solely on shoes, offering a vast selection and outstanding customer service.

Early Wins:

Zappos' first few wins were a result of its focus on customer service and its unique company culture. The company's commitment to providing the best possible customer experience, combined with its willingness to take risks and try new things, helped it stand out in a crowded market. For example, Zappos was one of the first companies to offer free shipping and free returns, which helped to build customer loyalty. Additionally, the company's focus on employee happiness and well-being helped to create a positive working environment and contributed to its success.

Management Decisions:

Zappos' management team made a number of key decisions that helped the company achieve its early wins and reach new heights. One of the most important was its decision to focus on customer service and create a unique company culture. The company also made strategic investments in technology and marketing, which helped to build its brand and reach new customers. Additionally, Zappos was able to attract top talent by offering competitive salaries and benefits, as well as creating a positive and supportive work environment.

Secret Sauce:

Zappos' secret sauce for early success was its focus on customer service and its unique company culture. The company's commitment to providing the best possible customer experience, combined with its willingness to take risks and try new things, helped it stand out in a crowded market. Additionally, Zappos' focus on employee happiness and well-being helped to create a positive working environment and contributed to its success.

One famous story that showcases Zappos' commitment to customer service is when a customer called in to purchase a pair of shoes for her wedding, but the shoes did not arrive in time for the event. The customer service representative she spoke with went above and beyond and overnighted her a new pair of shoes, at no extra charge, so that she would have them in time for her wedding. The customer was so impressed with the level of service she received that she shared her story online, and it quickly went viral, bringing a lot of positive attention to the company.

Another example of Zappos' commitment to customer service is their "WOW" philosophy, which states that employees should do whatever it takes to make the customer happy, even if that means going above and beyond what is expected. This philosophy has led to many memorable moments for customers, such as a customer service representative spending over two hours on the phone with a customer, helping them find the perfect pair of shoes.

Capitalizing on Early Wins:

Zappos was able to capitalize on its early wins by expanding its product offerings and improving its website. The company also made strategic investments in technology and marketing, which helped to build its brand and reach new customers. Additionally, Zappos continued to focus on customer service and employee happiness, which helped to maintain its competitive advantage.

Scaling the Company:

Zappos was able to scale its business by expanding its product offerings and improving its website. The company also made strategic investments in technology and marketing, which helped to build its brand and reach new customers. Additionally, Zappos continued to focus on customer service and employee happiness, which helped to maintain its competitive advantage.

Sustaining Competition and Economic Times:

Zappos faced intense competition from established players in the online retail space such as Amazon, but the company found its unique selling proposition in its company culture and customer service. Zappos focused on providing an exceptional customer experience through fast and free shipping, a 365-day return policy, and 24/7 customer service. This differentiation strategy allowed Zappos to stand out in a crowded marketplace and to continue to grow despite the 2008 economic downturn.

In 2009, Zappos was acquired by Amazon for $1.2 billion, but the company continued to operate as an independent subsidiary. The acquisition allowed Zappos to leverage Amazon's resources to further expand its reach, but the company remained true to its roots and continued to prioritize its unique company culture and customer-focused approach.

Unique Approach to Management and Organizational Structure

Zappos adopted a unique management style called Holocracy in 2013, which aimed to eliminate traditional hierarchical structures and promote self-governance. This innovative approach aimed to empower employees and encourage them to take ownership of their work. Instead of traditional job titles, employees were organized into autonomous teams and given the freedom to make decisions that impacted their work. This allowed Zappos to foster a culture of creativity and innovation, where employees were encouraged to think outside the box and come up with new and innovative solutions. The results were significant, with increased employee engagement, improved productivity, and a more streamlined decision-making process. Holocracy also helped Zappos stay true to its core values of putting the customer first and promoting a fun, quirky and engaging workplace culture. To this day, Zappos continues to be a leader in adopting alternative management styles and continues to be a case study for businesses looking to promote employee engagement and organizational efficiency.

The Fundraising Journey of Zappos:

Zappos is known for its quirky and unique approach to business, and that extends to the way they raised funds for the company. In the early days, Nick Swinmurn, the founder of Zappos, had a tough time raising funds for his startup. But he eventually found success by approaching Tony Hsieh, a successful entrepreneur, who invested in Zappos in 1999. Hsieh was impressed with Swinmurn's vision and the potential of the company, and he saw the opportunity to apply his own experience in online marketing to help grow the business.

Zappos continued to raise funds through later rounds, including a Series C round led by Sequoia Capital, which brought in $35 million in 2004. This funding allowed the company to invest in infrastructure, marketing, and growth initiatives.

One interesting story about Zappos' fundraising efforts is the company's decision to turn down a $200 million offer from Amazon in 2000. Zappos' leadership team saw the potential for the company to become much bigger than what Amazon was offering, and they decided to go it alone. This decision proved to be a wise one, as Zappos continued to grow and eventually sold to Amazon in 2009 for a whopping $1.2 billion.

This story highlights the importance of vision and the willingness to take calculated risks in business. Zappos' leadership team believed in their vision and took a bold move by turning down a large sum of money in order to achieve their long-term goals. This decision was a testament to the company's commitment to building a unique and successful brand, and it helped lay the foundation for Zappos' success as a company.

Actionable Takeaways:

  • Prioritize company culture and customer experience to create a sustainable competitive advantage.
  • Leverage technology and resources to expand reach, but remain true to company values and approach.
  • Continuously innovate and experiment to stay ahead of the curve.
  • In conclusion, Zappos' success story serves as a shining example of what can be achieved through a customer-focused, culture-driven approach. By following in the footsteps of Zappos, companies can position themselves for long-term success and create a positive impact on their customers and employees.

"10 Things Every Business Student Should Learn From Zappos"

Zappos, the online shoe and clothing retailer, has become a leader in the e-commerce industry through its innovative and customer-centric approach to business. As a former advisor at Y Combinator, I have seen firsthand how Zappos’ success can be a valuable source of inspiration and learning for business students. Here are 10 things that every business student should learn from Zappos:

  • Customer Service is KeyZappos’ commitment to providing exceptional customer service sets it apart from its competitors. The company’s approach to customer service is so unique that it is often cited as the primary reason for its success. For example, Zappos’ call center employees are empowered to do whatever it takes to satisfy customers, even if that means spending hours on the phone with a single customer.
  • Embrace Culture and ValuesZappos’ company culture and values are central to its success. The company places a strong emphasis on creating a positive and enjoyable work environment, and it encourages employees to be themselves and have fun at work. This has resulted in a team of highly motivated and engaged employees who are committed to delivering exceptional customer service.
  • Prioritize Employee HappinessZappos recognizes the importance of employee happiness in driving business success. The company has implemented a number of programs and initiatives designed to promote employee wellbeing, including a “Paid Time Off” program, which allows employees to take paid time off whenever they need it. This has resulted in a highly motivated and engaged workforce that is committed to delivering outstanding customer service.
  • Innovate ContinuouslyZappos has a culture of innovation and is always looking for ways to improve its products and services. The company regularly launches new initiatives and experiments with new business models, which has allowed it to stay ahead of its competitors and maintain its position as an industry leader.
  • Focus on People, Not Just ProductsZappos’ success is built on its focus on people, not just products. The company places a strong emphasis on building relationships with its customers, employees, and partners, which has helped it to create a loyal and engaged customer base.
  • Encourage Employee EmpowermentZappos empowers its employees to make decisions and take risks, which has helped to foster a culture of innovation and creativity. The company encourages its employees to share their ideas and provides them with the resources and support they need to bring their ideas to life.
  • Foster a Sense of CommunityZappos has a strong sense of community and encourages its employees, customers, and partners to engage with one another. This has helped to create a loyal customer base and a positive company culture, which are key to its success.
  • Lead with PurposeZappos is driven by a clear sense of purpose, which is to deliver happiness to its customers, employees, and partners. This purpose guides all of the company’s decision-making and helps to keep it focused on its goals.
  • Embrace FailureZappos recognizes the value of failure and encourages its employees to take risks and embrace failure as a learning opportunity. This has helped the company to innovate and continuously improve its products and services.
  • Focus on Long-Term GrowthZappos is focused on long-term growth and has a long-term perspective on its business. This has helped it to weather economic downturns and remain competitive in a rapidly changing industry.

In conclusion, Zappos success is a result of its innovative and customer-centric approach to business. From its commitment to exceptional customer service, to its focus on employee happiness and empowerment, to its continuous innovation, Zappos is a valuable source of inspiration for business students. By incorporating these lessons into their own approach to business, students can build successful companies that are driven by purpose, innovation, and a focus on people.

“The author generated this text in part with GPT-3, OpenAI’s large-scale language-generation model. Upon generating draft language, the author reviewed, edited, and revised the language to their own liking and takes ultimate responsibility for the content of this publication.”

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How to Create a Customer Experience Management Strategy? (+Best Practices)

How to Create a Customer Experience Management Strategy? (+Best Practices) cover

What is a customer experience management strategy? Why is it important? How to create it?

These are some of the questions this article covers, so if you’re after the answers, you’re in the right place!

We also share best practices for product teams seeking to optimize their strategies and enhance customer engagement throughout their journey with the product.

Let’s dive right in!

  • A customer experience management strategy is a plan whose aim is to enhance customer interactions throughout the customer lifecycle.
  • The 4 P’s of customer experience are engaged and empowered people (your teams), efficient processes , customizable and user-friendly products , and places (websites, web, and mobile apps) that collectively contribute to exceptional service delivery.
  • A robust customer experience strategy strengthens loyalty and improves retention , differentiates companies from competitors, and guides the development of products that align with customer preferences .

To create such a well-rounded strategy, follow the 7 steps :

  • Conduct comprehensive customer research using various tools to uncover customer needs and pain points, and areas for improvement in the customer experience .
  • Create detailed user personas based on research insights to focus your strategy and build a shared understanding of your target audience.
  • Identify and analyze key customer interactions and touchpoints across different segments to understand how users engage with your product throughout their journey .
  • Develop a customer journey map outlining key stages, touchpoints, user actions, feelings, and pain points to visualize the entire customer experience.
  • Implement tactics to enhance customer experiences at various touchpoints.
  • Evaluate the effectiveness of your customer experience strategies by tracking relevant metrics and conducting granular behavior analysis .
  • Continuously refine your approach through experimentation and testing to maintain a positive impact as customer needs evolve.

Some customer experience best practices include :

  • Run surveys throughout the customer journey to gather comprehensive feedback and insights on user satisfaction, ease of use, and product-market fit.
  • Use robust customer experience management software to track user interactions, collect feedback , and engage customers across multiple channels.
  • Benchmark your performance against industry standards and competitors to assess the effectiveness of your customer experience strategies and identify areas for improvement .
  • Foster a customer-centric culture throughout your organization by prioritizing customer needs , empowering employees, promoting cross-functional collaboration, and committing to continuous improvement.
  • Want to see how to implement the strategies in your product with Userpilot? Book the demo!

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customer service strategy case study

What is a customer experience management strategy?

A customer experience management (CXM) strategy is a plan designed to optimize customer interactions with a brand throughout their entire journey.

To create positive, personalized experiences that drive customer satisfaction, loyalty , advocacy, and business performance.

What are the 4 P’s of customer experience?

The 4 P’s of customer experience are:

  • People : engaged, motivated, well-trained, empowered to provide exceptional service and constantly seeking opportunities to enhance customer experience .
  • Processes : streamlined, efficient, and customer-friendly processes driven by customer feedback at all stages of the customer journey .
  • Products : reliable and highly customizable products that satisfy unique customer needs and exceed their expectations.
  • Place : well-designed, easy-to-navigate, and inclusive online platforms and mobile apps providing a frictionless experience and ensuring seamless access to products and omnichannel support.

Why is a customer experience strategy important?

A robust customer experience management strategy offers multiple benefits. Let’s unpack 3 key ones.

Increases customer loyalty and retention

A well-executed customer experience strategy improves customer satisfaction with their brand interactions at every touchpoint.

Increased satisfaction often translates into higher customer loyalty : customers who have a positive experience are more likely to continue using the product.

Loyal customers don’t just provide repeat business and generate a stable revenue stream. They also act as product advocates . By spreading good word of mouth about the product among their friends and colleagues, they drive product growth and reduce customer acquisition costs .

Results in a strong competitive advantage

In competitive sectors like SaaS, it’s difficult to compete on features – they are easy to copy.

A superior customer experience is much more difficult to emulate and can set you apart from your competitors. By consistently delivering positive experiences , you can differentiate yourself and attract customers who are looking not just for a product but a seamless and enjoyable journey.

This competitive edge helps businesses capture market share and build a strong brand reputation.

Develops valuable products that meet customer preferences

The customer feedback that you collect as a part of your customer experience strategy can help you better understand your customers’ needs and preferences .

If used to guide the product development process , these insights can help you build products that are better aligned with their expectations and deliver genuine value .

How to create a great customer experience management strategy?

With the background information covered, you’re ready to start creating a customer management strategy. We’ve broken the process into 7 steps.

1. Conduct customer research to understand their needs and pain points

The first step involves customer research . The aim? To understand all their pains and frustrations and identify unmet needs.

For best results, use a range of research tools:

  • In-app and email surveys (e.g., Customer Effort Score surveys).
  • Product analytics (to find friction in the customer journey).
  • Interviews and focus groups (to gather qualitative data on how to improve the customer experience).
  • Usability testing (to test if the product is intuitive to use and accessible to users with diverse needs).
  • Competitor analysis (do they offer anything that you don’t? What problems do they solve that you don’t?).

2. Develop customer personas to guide your strategy

Next, use the research insights and your knowledge of the product to create user personas . This will give your strategy the necessary focus.

Make this a team exercise and involve stakeholders from across the organization to gain diverse insights and build a shared understanding of the target audience.

Focus on their:

  • Role in the company (e.g., product manager).
  • Jobs to be done (e.g., identify user needs).
  • Company details (sector, size, maturity, goals ).
  • Pains or challenges (e.g., lack of technical skills).
  • Team collaboration (key stakeholders).
  • Gains from using the product (e.g., building in-app surveys and tracking user behavior without coding).

Customer Experience Management Strategy: User persona example

3. Identify important customer interactions and touchpoints

It’s time to zero in on how the users interact with the product at different touchpoints . You probably have a good idea already, but it’s always a good idea to validate your assumptions.

Start by segmenting your users based on their use cases. As each user persona has different goals, they use the product differently.

Next, track and analyze their interactions with the product along the customer journey , which is fairly easy in SaaS because most of them are digital.

Here are some ideas on how to do it:

  • Use social media management and listening tools to track how users engage with your social content.
  • Leverage the web to track engagement with your PPC ads, homepage, landing pages , and sign-up forms.
  • Analyze in-app behavior with product analytics platforms to identify patterns.
  • Study how users interact with the customer support team by analyzing support tickets , phone calls, and chats.

4. Map out the entire customer journey

Once you have the necessary customer data, it’s time for customer journey mapping .

First, outline the key customer journey stages. Typical stages for SaaS products are: Awareness, Consideration, Decision, Activation , Adoption, Retention, Expansion , Loyalty, and Advocacy.

Next, list the key touchpoints at each stage along with the user actions. For example, at the consideration stage, users often ‘take part in a live product demo ‘.

For each touchpoint, list user feelings and pain points they experience and opportunities to alleviate them.

If you have multiple personas , map the customer journeys for all of them.

Final tip: using a customer journey map template from Canva or Miro will speed up the process considerably.

User journey map template from Canva

5. Implement tactics to improve customer experiences

Having identified the opportunities to improve customer experience across different touchpoints, let’s act on them.

First, prioritize them by scoring them according to pre-defined criteria, like urgency or importance. So that your initiatives are aligned with your organizational goals.

For example: If users complain about inadequate support materials, redesigning your resource center seems to be more urgent than setting up a referral scheme because it has an impact on existing customer satisfaction.

Customer experience management strategy: Userpilot resource center

6. Analyze the performance of customer experience strategies

How do you know the implemented strategies work?

One way to check it is by tracking relevant metrics . For example, an increase in the user activation rate shows that the onboarding process is working, while a reduction in customer support tickets could indicate that the new self-service support resources are doing their job.

To gain more in-depth insights, analyze user behavior on a more granular level. For example, to see which parts of the onboarding flow need further improvement, you can conduct funnel analysis .

Customer experience management strategy: Funnel analysis in Userpilot

7. Continuously improve your strategy to increase customer satisfaction

Even if your strategies are performing well, their positive impact may decline as customer needs and preferences change.

But what if you pick up a negative trend, like declining engagement or account expansion?

Experiment with different strategies to bring the metrics back on track.

For example, you could run A/B and multivariate tests to find a more effective onboarding flow . In such tests, you enable 2 or more versions of the flow at the same time for users from the same sample and watch which performs better.

Customer experience management strategy: A/B testing in Userpilot

Best practices for executing a successful CXM strategy

Let’s wrap up with a few best practices for implementing a successful customer management experience strategy.

Create personalized experiences to exceed customer expectations

As mentioned, different user personas have different goals and use the product differently to achieve them. This should be reflected in the experiences you offer.

For example, your onboarding should help users discover the key features relevant to their use cases to reduce time to value and avoid distracting users with irrelevant features.

To do so, start the onboarding journey with a welcome survey to collect profiling information about new customers. And use the insights to trigger an interactive walkthrough or checklist that guides them to value along the most direct route.

In-app experience audience settings in Userpilot

Collect customer feedback at different stages of the journey

To gain an in-depth understanding of customer needs and their sentiment towards the product, collect and analyze customer feedback throughout the user journey.

Here are some survey types to consider:

  • Onboarding survey – to inform improvements to the onboarding process.
  • CSAT and NPS surveys – to track customer satisfaction and sentiment.
  • CES surveys – to measure how easy it is to perform tasks or use features.
  • PMF surveys – to ensure the product keeps satisfying customer needs.
  • Churn survey – as a part of the cancellation flow.

You can find templates for all these survey types in the Userpilot’s template library.

Invest in robust customer experience management software

Speaking of Userpilot… a solid customer experience management tool offers product and customer success teams some serious advantages.

Such tools provide a unified platform from which you can track user interactions within your product and thanks to integrations with 3rd party analytics and customer relationship management tools, at different stages of the customer journey.

More importantly, they provide you with tools to engage customers to enhance their experience and help them achieve their goals .

For example, with Userpilot, you can create onboarding experiences and communicate with users through in-app messages . And use webhooks to create custom integrations with other tools, like email clients, for omnichannel engagement.

Userpilot homepage

Benchmark your performance against your competitors

If you’re only starting to implement customer experience management strategies, it may be hard to assess how well they’re performing.

Fortunately, you can use industry benchmarks to see how your products stack against competitors.

For instance, Userpilot’s Product Metrics Benchmark Report looks into 6 metrics User Activation Rate, Time to Value (TTV), Month 1 Retention Rate, Core Feature Adoption Rate, Onboarding Checklist Completion Rate, and Net Promoter Score (NPS).

And to make any comparisons meaningful, it breaks the data down by vertical and acquisition strategy.

Userpilot’s 2024 Product Metrics Benchmark Report

Create a customer-centric culture in your company

To design and implement a successful customer experience management strategy, your organization needs a customer-centric culture.

What does it involve?

  • Prioritizing customer needs at all stages of the product lifecycle .
  • Setting clear and customer-focused goals.
  • Empowering employees with training and authority to make independent decisions.
  • Fostering cross-functional collaboration to ensure everybody is pulling in the same direction.
  • Committing to continuous improvement and ensuring satisfied customers remain the top priority.

A comprehensive customer experience management strategy can help you optimize interactions throughout the customer lifecycle. This translates into better customer satisfaction, stronger customer relationships, and consequently, better business performance.

If you’d like to learn more about Userpilot and how to use it to execute your customer experience management strategy, book the demo!

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15 Examples of Customer Centric Companies – Explained with Case Studies

Business experts often wonder why Customer Centric Companies do better than others. Their financial performance and customer loyalty is significantly higher than any others. In this detailed blog, we explore 15 such companies with case studies and examples and analyze what constitutes customer centricity

In today’s hyper-competitive business landscape , placing the customer at the heart of your business strategy is more important than ever. The ability to deliver a high-quality customer experience can set a company apart and cultivate lasting loyalty. In this blog post, we’re shining the spotlight on 15 companies that have taken the customer-centric approach to new heights. From innovative start-ups to global giants, these organizations have embedded customer-centricity into their DNA, and their success stories provide valuable lessons for businesses of all sizes. So, let’s dive in and explore the strategies, vision, and real-life case studies of these 15 customer-centric companies.

Pink and White 15 Day Challenge Sheet Planner

Customer Centric Companies 1: Amazon

image 1

Strategy and Vision: Amazon’s “customer obsession” motto drives its business operations, constantly pushing it to improve and streamline the customer experience. Amazon aims to make the online shopping journey as easy and enjoyable as possible.

Case Study: Amazon Prime is the epitome of the company’s customer-centric approach. Amazon identified a key customer pain point—slow shipping—and introduced Amazon Prime. It was a subscription model that gave customers access to two-day shipping, and this service has since expanded to include video and music streaming, exclusive deals, and more. This has resulted in increased customer loyalty and satisfaction.

Customer Centric Companies 2 : Apple

Strategy and Vision: Apple designs its products keeping the customer experience at the forefront, focusing on ease of use, high quality, and sophisticated design.

Case Study: Apple’s response to the “Antennagate” scandal surrounding the iPhone 4 demonstrated their customer-centricity. Users reported that the phone lost signal when held in a certain way. Despite initially downplaying the issue, Apple eventually offered free cases to mitigate the problem and ultimately incorporated the learning into their future product designs, showing a commitment to learning from and responding to customer needs .

Customer Centric Companies 3 : Zappos

Strategy and Vision: Zappos is renowned for its outstanding customer service, which includes 24/7 customer support, a 365-day return policy, and free shipping both ways.

Case Study: There are numerous stories of Zappos’ customer service going above and beyond, but one that stands out is when a customer service representative spent over 10 hours on a call with a customer. Rather than rushing the customer, the representative took the time to genuinely connect with them, illustrating Zappos’ extraordinary dedication to customer satisfaction.

Customer Centric Companies 4 : Nordstrom

Strategy and Vision: Nordstrom sets the standard for customer service in the retail industry with initiatives like personal shoppers and a generous return policy.

Case Study: One well-known story involves a customer returning car tires to Nordstrom—a product they don’t even sell—and the store accepting the return. While the story is from the early days of Nordstrom, it illustrates the lengths the company is willing to go to keep customers happy.

Customer Centric Companies 5 : Netflix

Strategy and Vision: Netflix prioritizes user experience, tailoring its services to the viewing preferences of each user, creating an enjoyable, ad-free watching experience.

Case Study: Netflix’s decision to invest in original content was based on extensive customer viewing data. They recognized a gap in the content they were providing and filled it by creating their own shows and movies, showing a commitment to using customer data to improve the user experience.

Customer Centric Companies 6 : Disney

Strategy and Vision: Disney focuses on creating memorable, magical experiences for customers. This is evident in their movies and theme parks, where every detail is designed to deliver joy and entertainment.

Case Study: Disney’s MagicBand, a wristband for park guests, serves as a hotel room key, park ticket, FastPass, and payment method. This investment in customer convenience greatly enhances the overall park experience.

Customer Centric Companies 7: Trader Joe’s

Strategy and Vision: Trader Joe’s emphasizes making grocery shopping enjoyable through friendly staff, unique product selection, and customer feedback.

Case Study: Trader Joe’s reversed its decision to discontinue a popular product after receiving a single complaint from an 82-year-old customer, demonstrating their dedication to customer satisfaction.

Customer Centric Companies 8 : Ritz-Carlton

image 2

Strategy and Vision: Ritz-Carlton sets the standard for luxury customer service in the hospitality industry, empowering employees to go above and beyond for guests.

Case Study: In one famous story, a Ritz-Carlton employee found a guest’s lost laptop charger and mailed it to them at their next destination, along with a note and some additional chargers for different devices. This is a perfect example of Ritz-Carlton’s commitment to exceeding guest expectations.

Customer Centric Companies 9 : Starbucks

Strategy and Vision: Starbucks focuses on consistent, high-quality customer experiences, with well-trained staff, a comfortable store ambiance, and customizable drinks.

Case Study: Starbucks’ mobile order and pay feature was developed in response to customer needs for a quicker, more convenient way to get their coffee. This feature has improved the customer experience and increased loyalty.

Customer Centric Companies 10 : Costco

Strategy and Vision: Costco emphasizes value, offering high-quality products at affordable prices, and additional services like optical and travel.

Case Study: Costco’s decision to keep their rotisserie chicken at $4.99, despite rising costs, demonstrates their commitment to providing value to customers and maintaining customer satisfaction.

Customer Centric Companies 11 : Southwest Airlines

Strategy and Vision: Southwest’s transparent pricing strategy, friendly service, and flexible policies all contribute to its reputation as a customer-friendly airline.

Case Study: When a passenger’s son was in a critical accident, Southwest held a plane at the gate and arranged for her to get to the hospital as quickly as possible. This is a testament to Southwest’s customer-centric culture .

Customer Centric Companies 12 : Salesforce

Strategy and Vision: Salesforce builds its services around customer needs, offering a variety of software solutions for different industries and constantly innovating based on customer feedback.

Case Study: Salesforce’s “Voice of the Customer” program involves extensive customer interviews and surveys to understand and address customer needs, illustrating their commitment to customer-centric innovation.

Customer Centric Companies 13 : Chick-fil-A

Strategy and Vision: Chick-fil-A focuses on high-quality food, exceptional customer service, and community involvement. Their employees are known for saying “my pleasure” instead of “you’re welcome,” demonstrating their dedication to polite, friendly service.

Case Study: Chick-fil-A has consistently topped American Customer Satisfaction Index (ACSI) rankings in the fast food category, illustrating the effectiveness of their customer-centric approach.

Customer Centric Companies 14 : IKEA

Strategy and Vision: IKEA focuses on providing well-designed, functional, and affordable home furnishings. They aim to create a unique and engaging shopping experience.

Case Study: IKEA’s decision to offer home assembly services was driven by customer feedback and is a clear example of their commitment to improving the customer experience.

Customer Centric Companies 15 : Patagonia

Strategy and Vision: Patagonia places its customers and their values at the heart of their business, focusing on sustainability, quality, and transparency.

Case Study: In 2011, Patagonia ran an ad during the Black Friday shopping frenzy telling customers “Don’t Buy This Jacket,” highlighting the environmental cost of consumerism. This risky move resonated with their customer base, reinforcing their brand ethos and strengthening customer loyalty.


10 Core Elements of Customer Centric Companies

10 Core Elements of Customer Centric Companies

Understanding Customer Needs : The first step is to deeply understand your customers: their needs, desires, pain points, and what they value most. This could be achieved through surveys, interviews, focus groups, or analysis of customer behavior data.

Segmentation : Customer segmentation involves dividing your customer base into distinct groups based on common characteristics such as demographics, buying habits, or interests. This allows you to tailor your products, services, and communications to meet the specific needs of each segment.

Personalization : Personalization is about tailoring experiences, communications, and offerings to individual customers based on their preferences and behavior. This can increase customer satisfaction and loyalty, and it can be facilitated through the use of data and technology.

Customer Journey Mapping : A customer journey map visualizes the entire process a customer goes through when interacting with your company, from initial contact to final purchase or interaction. This tool helps businesses identify customer touchpoints and find opportunities to enhance the customer experience.

Customer Feedback and Adaptation : Businesses should regularly seek feedback from their customers and use it to continuously improve their products, services, and overall customer experience. This may involve using various feedback channels such as surveys, social media, and customer service interactions.

Exceptional Customer Service : Customer-centric companies prioritize delivering excellent customer service. This might involve providing multiple channels for customer support (like phone, email, live chat), ensuring quick response times, or empowering customer service representatives to solve problems effectively .

Employee Engagement : Employees play a key role in delivering a customer-centric experience . Therefore, companies need to train and motivate their employees to put the customer first. This might involve employee incentives, training programs, or a company culture that values customer service.

Long-term Relationship Building : Customer-centric companies aim to build long-lasting relationships with their customers rather than focusing solely on individual transactions. This may involve maintaining regular communication, offering loyalty programs, or exceeding customer expectations to foster loyalty.

Leveraging Technology : Technology can enhance the customer experience through tools like CRM (Customer Relationship Management) systems, AI-powered chatbots for 24/7 customer service, personalized marketing , and data analytics tools to gain insights about customer behavior.

Value-Driven Approach : Above all, a customer-centric approach involves delivering value to the customer at every interaction. This means not just meeting their needs, but exceeding their expectations and providing a positive, memorable experience.

Samrat Saha

Samrat is a Delhi-based MBA from the Indian Institute of Management. He is a Strategy, AI, and Marketing Enthusiast and passionately writes about core and emerging topics in Management studies. Reach out to his LinkedIn for a discussion or follow his Quora Page

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customer service strategy case study

Ready to elevate your B2B brand? TopRank Marketing drives results with content, influencer, SEO & social media marketing.

It’s a content marketing quandary: case studies are widely considered the most effective and impactful B2B content format, but very few of them are actually all that good.

When you are able to share a true story of your product or service making a difference for real customers, that can be an incredibly powerful tool for validating your brand in the eyes of prospects and leads. The hurdle: getting people to want to read case studies, or to even find them in the first place.

One of the top content-related questions our agency hears from B2B companies is: How can we do case studies better? Many are not seeing the results they would like, while recognizing that this content is in-demand and highly influential for buyers. 

So our team has put a great deal of thought and energy into elevating the marketing case study, developing a refined set of best practices based on industry insights and our own experiences with clients. Read on for a rundown on our approach and process.

Marketing case studies get results

In Content Marketing Institute’s latest benchmarking research , case studies were tied with videos as the type of content producing the best results for B2B marketers. It makes sense that brands are able to attribute a lot of lower-funnel impact to case studies because they’re often leveraged later in the buyer journey, when decision-makers are evaluating a vendor’s capabilities in the consideration phase.

customer service strategy case study

Case studies serve as excellent stepping stones for interested customers, which is why they are frequently used as CTAs in upper-funnel content. Once someone has learned about a topic related to your solutions, they can learn how you do it, lending credibility.

Demand Gen Report’s 2023 Content Preferences Survey found that case studies are far-and-away the content format that buyers find most appealing at the middle stage of their journeys . (It was also fourth-highest for the final stage, after demos, user reviews, and ROI calculators.)

customer service strategy case study

Case studies are extremely valuable in marketing. That statement is intuitive enough on its own, and well supported by data. So how can you do them better?

Where many case studies miss the mark

A big problem with case studies is found in the name itself. The term “case study,” which has become popularized in business, originated with applications in scientific research, so it’s no surprise these retrospective examinations can often feel a bit stuffy and academic.

Producing a dry “just-the-facts” case study might help a decision-maker check boxes for capabilities and verify your organization’s track record, but it’s probably not going to captivate them or inspire them. 

The other common issue with case studies is that they tend to be highly self-serving, and as any content marketer knows, that’s not a recipe for success. Given their purpose, it’s fair to say case studies are inherently self-serving in a way, but there are key differences in framing that can make the content more engaging and valuable for readers.

Over the years, many companies have come to refer to case studies as “customer stories” or “customer success stories.” This phrasing gets at the right mindset: telling a compelling story, and putting the subject at the center. Brands have an opportunity to lean into this mindset even more.

Let’s explore some case study tactics and techniques in depth.

Best practices for customer-centric marketing case studies 

There’s no need to reinvent the wheel in terms of structure. Generally speaking, a case study will include most or all of these basic elements , which marketers and customers have come to expect:

  • Title: Brief descriptor of the story and result
  • Summary: Quick overview with key details for execs
  • Challenge: What problem was solved?
  • Solution: How was the problem solved?
  • Results: What impact was seen?
  • Quotes: Direct insight from customer
  • Statistics: Evidence of success

At TopRank, the question we like to ask is, how can we elevate each of these elements for greater impact? How can we make every part of the case study more resonant, relevant and memorable for readers? Think holistically about the various components in applying these best practices.

Make the customer the hero. (Really.)

Many marketers seem to have this aspiration, but I must say that I often find the follow-through to be lacking. So many case studies I read from brands are framed as “ Our product did this” or “ Our service did that.” I understand why. Case studies need to showcase what the solution can do.

But the best case studies I’ve come across truly celebrate the companies whose results are being spotlighted. These customer stories break down the smart strategies and talented execution that led to overcoming a challenge at hand. It’s more “ Their team did this (and our product helped)” or “ Their company achieved this (and our service played a role).”

In this approach, the subject of the case study is the star of the show, and your brand is a supporting actor. That might feel counterintuitive in some respects, but when deftly crafted, the content will still establish your solution as essential in this success story, and the reader will be better able to recognize its impact through the customer’s eyes.

Imagining case studies as co-branded assets

Another big benefit of creating truly customer-centered case studies is that they also can become a case study for the company you are profiling . After all, you’re highlighting what they accomplished, how skilled their team is, how innovative their usage of your solution.

This flattering focus makes people within the featured company more likely to proactively share the case study in their own circles out of pride and excitement – precisely the kind of authentic reach brands should be aiming to achieve.

Tell an emotionally resonant story

Purchase decisions are made emotionally. A study by CEB and Google famously illustrated that emotional connection is more likely to differentiate a B2B brand in the eyes of buyers than distinguishing features or functionalities. Those things matter, of course, but they shouldn’t be driving the narrative of your case study.

As Stephen Cheliotis wrote in an article for the Association of National Advertisers : “While practical considerations are vital in B2B purchases – you wouldn’t buy an IT system with flimsy security or hire a security firm with a questionable track record – the choice isn’t simply a binary one between rationality and emotion. It’s about combining the two, presenting the tangible benefits of your brand in a way that also elicits an emotional response to drive mental market share and greater impact.”

Aim to make your case study bring through the emotions of the people involved: the frustration of the previous situation, the relief of a smooth implementation, the triumph of a turnaround in results.

Build content repurposing and promotion into your campaign plan

Too many marketing case studies are sitting in difficult-to-find sections of company websites, largely unpromoted and unnoticed. It’s a shame! Developing a promotional strategy in the early stage of your case study campaign will help ensure it gets the most reach and  engagement possible.

Here are some tips for maximizing impact:

  • Consider SEO best practices in naming, designing and publishing your case study. People might not be likely to search for “How [client] got results with [company]’s product”; but they might search for something like “financial software implementation example.” Google rewards authentic content reflecting real-life experience and expertise, meaning these true stories have powerful ranking potential.
  • Repurpose the content to share in various ways. Once you’ve drafted the case study, you can efficiently create different forms of content to help people find or use it. These might include infographics, sales presentations, social media slideshows, and more.
  • Make case studies easy to find contextually. As mentioned above, case studies make for great mid-funnel content, so be intentional about helping users find them along their journey. Add links to specific case studies as CTAs in upper-funnel content where the example is pertinent. 

Bring your customer stories to life

Don’t let one of the most powerful content formats in your B2B arsenal be an afterthought. Taking steps to make your case studies more customer-centered, emotionally resonant, and easy to find can make a huge difference in the success of your B2B content marketing strategy. 

Ready to work with an experienced partner to elevate your case studies? Learn about TopRank Marketing’s content services .

customer service strategy case study

Nick Nelson is our friendly neighborhood writer-man. As the Associate Content Director at TopRank Marketing, he is on a mission to energize brand narratives with smart, fun, sharp wordplay. In his free time, Nick enjoys basking in the misery of Minnesota sports fandom, making cringeworthy puns, and smothering all types of food in buffalo sauce.

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    Great customer service is essential in 2022 Learn why consumers are willing to spend 17% more with companies that deliver superior customer experiences. ... Strategy & Research Design products people love, increase market share, and build enduring brands that accelerate growth. ... Case Study: Solution for World Class Travel Customer Experience ...

  8. 5 Real-Life Scenarios of Legendary Customer Service

    2. Southwest Airlines. Southwest Airlines may be popular for being a low-cost carrier, but their customer service is equally legendary. Herb Kellehher, the founder of Southwest Airlines, famously said: "I tell my employees that we're in the service business, and it's incidental that we fly airplanes.".

  9. Build a Successful Digital Customer Service Strategy

    Digital Customer Service Strategy. Service leaders report pressure to provide customers with more digital and self-service offerings as part of their customer service strategy, with 97% currently adding or integrating some type of self-service initiative. This creates a costlier, more complex network of channels to manage without improving the ...

  10. Customer Service Strategy: The Ultimate Guide

    Here, we'll explore some of those key factors along with customer service strategy examples. 1. Define your vision for customer service. Your vision is an overarching principle that sets the tone for the experiences your customers have with your brand and the lasting impressions you want these interactions to create.

  11. Full Guide To Creating A Winning Customer Service Strategy

    8. Offer top-notch customer service across all online channels. One of the most important aspects of a good customer service strategy is the ability to be readily available to your customers. Basically, this entails being able to assist clients across every channel related to your brand.

  12. Customer strategy

    BMG Entertainment. Strategy & Execution Case Study. Jan W. Rivkin. Gerrit Meier. 11.95. View Details. As dramatic changes in technology and customer tastes roil the music industry, the top ...

  13. Six tips for an exceptional customer service strategy

    6. Identify and track SMART Goals. No customer service strategy is complete without metrics, KPIs and continuous measurement. Organizations must have the right key performance indicators (KPIs) for customer satisfaction and must track them regularly. Organizations must ensure they have well-defined and achievable customer service goals.

  14. PDF Customer experience

    articles and case studies in this volume will explore in depth the strategies and tactics that shape them. Define a clear customer-experience aspiration and common purpose In large, distributed organizations, a distinctive customer experience vitally depends on a deeply rooted collective sense of conviction and purpose

  15. 5 Tips for Better Customer Case Studies (+ Examples!)

    Check out these examples from Zoom, Hootsuite, and AT&T below: 1. Zoom featuring Groupon. Groupon Customer Testimonial. In this example, Zoom opted for a video case study. It opens up with a multimedia services manager at Groupon discussing the company's pain points and then goes into how Zoom helped solve them.

  16. 28 Case Study Examples Every Marketer Should See

    Include a call-to-action at the bottom that takes the reader to a page that most relates to them. 26. " Bringing an Operator to the Game ," by Redapt. This case study example by Redapt is another great demonstration of the power of summarizing your case study's takeaways right at the start of the study.

  17. Four Lessons on Culture and Customer Service from Zappos CEO, Tony Hsieh

    Zappos, the online shoe retailer, is legendary for its employee culture and customer service. Paying employees to quit; offering customers free shipping both ways and a year to make returns; and ...

  18. 15 Real-Life Case Study Examples & Best Practices

    Advantages of a case study: Case studies showcase a specific solution and outcome for specific customer challenges. It attracts potential customers with similar challenges. It builds trust and credibility with potential customers. It provides an in-depth analysis of your company's problem-solving process. Disadvantages of a case study:

  19. Customer care in 2022 and beyond

    For most organizations, the vast majority of digital customer contacts require assistance, and only 10 percent of newly built digital platforms are fully scaled or adopted by customers. Not surprisingly, McKinsey's 2022 State of Customer Care Survey has found that customer care is now a strategic focus for companies.

  20. Business Case Study: Zappos, A Success Story of Customer Service

    Discover the success story of Zappos, the online shoe retailer that rose to fame with its exceptional customer service and unique company culture. Read this in-depth case study to learn about Zappos' journey from its early days to becoming one of the top e-commerce companies in the world.

  21. How to Create a Customer Experience Management Strategy? (+Best Practices)

    The 4 P's of customer experience are engaged and empowered people (your teams), efficient processes, customizable and user-friendly products, and places (websites, web, and mobile apps) that collectively contribute to exceptional service delivery. A robust customer experience strategy strengthens loyalty and improves retention, differentiates ...

  22. 15 Examples of Customer Centric Companies

    Customer Centric Companies 3: Zappos. Strategy and Vision: Zappos is renowned for its outstanding customer service, which includes 24/7 customer support, a 365-day return policy, and free shipping both ways. Case Study: There are numerous stories of Zappos' customer service going above and beyond, but one that stands out is when a customer service representative spent over 10 hours on a call ...

  23. The Customer Hero: Keys to Creating Case Studies That Get Results

    Let's explore some case study tactics and techniques in depth. Best practices for customer-centric marketing case studies There's no need to reinvent the wheel in terms of structure. Generally speaking, a case study will include most or all of these basic elements, which marketers and customers have come to expect:

  24. 5 Innovative Customer Retention Examples and Case Studies

    Let's take a look at 5 real-life customer retention examples. 1. Sweet Fish Media. Industry: Industry services. CustomerGauge customer: . Success story: Reducing monthly churn from 15% to 3% in less than a year. Sweet Fish Media is a B2B podcasting agency.

  25. Service quality, customer satisfaction and loyalty: a case study in

    2.1. Literature review. Service quality is covered in the theoretical frameworks and models proposed by Cronin and Taylor (Citation 1992), Grönroos (Citation 1984), and Parasuraman et al. (Citation 1985).Grönroos (Citation 1984) explains that service quality is evaluated by comparing the value that customers anticipate before using a service with the value they perceive after using the service.

  26. Customer service

    James Kaplan and Allen Weinberg. The past year has seen near-constant revelations of large, well-respected institutions suffering cyber-attacks. The most damaging attacks, however, often never ...

  27. Optibac Probiotics boosts NTB sales with Tambo

    Optibac began selling on Amazon UK in 2017, with a strategic focus on using the vast reach of Amazon to attract new customers and build brand loyalty through the Subscribe & Save feature. After engaging Amazon Ads partner Tambo in 2021, they accomplished just that. From May 2022 to April 2023, Optibac's Amazon sales soared by 190%. 1 They used audience insights to deploy Sponsored Products ...

  28. Major IT Outage Grounds Flights, Hits Banks and Businesses Worldwide

    An update from cybersecurity-software firm CrowdStrike caused outages for millions of users of Microsoft Windows devices. Several airlines reported disruptions.

  29. Full article: Impact of strategic planning on the performance of

    These elements include employees' commitment, operational efficiency, service quality, customer satisfaction, market share, and organizational profitability. ... Fried, A. (2010). Performance measurement systems and their relation to strategic learning: A case study in a software-developing organization. Critical Perspectives on Accounting ...